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PROJECT ON SONALIKA ICML (INTERNATIONAL CARS & MOTORS LTD.)

Presented byRitesh kumar (2k6/dm/162) Sushad rajendran (2k6/dm/129) Prashant kumar (2k6/dm/147) Sujit kumar dash (2k6/dm/126) Tridip borphukan (2k6/dm/132) Vashali yadav (2k6/dm/1 ) Mingma tamang (2k6/dm/154)

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SONALIKA RHINO- Rx THE SUPERIOR CHOICE

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PREFACE

This report made particularly for Sonalika (International Cars & Motors Limited). Report mainly concern about Rhino-Rx. Main objective of this report is to find out “ THE STRATEGIES FOR RHINO-Rx ”. We include all the concept of marketing & finance, which are required for our research. We analyzed our problem with every aspect of market. We tried our best to make this report and think that it produced an accurate result.

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Contents
(1) COVER SHEET (2) TITLE PAGE (3) PREFACE (4) ACKNOWLEDGEMENTS (5) TABLE OF CONTENTS (6) EXECUTIVE SUMMARY (6.A) Introduction about Organization (6.A.1) Profile (6.A.2) History (6.A.3) Strength of the Group. (6.A.4) key Competitors (6.B) Aims and Objectives (6.B.1) Problem / Opportunity Identification (6.B.2) Aims and Objectives of the Study. 12-15 1 2 3 4 5-6 7-8 9-11

D.2) Results or Findings of the Study.2) Data Collection 16-22 (6.C) Methodology (6.C.1) Conclusions 1) Conclusion from primary data.1) Presentation and analysis of collected Data.E. (6.1) Primary data (Survey method) (6.1) Research Design (6.C.2) Recommendations (7) Appendix (8) Bibliography 86 87 80-85 .E.2) Secondary data (From internet.D) Analysis and Discussion: 23-80 (6. 2) Conclusion from secondary data. (6.2.2.C.C.E) Conclusions & Recommendation (6. books) (6.D. 1) 2) Presentation and analysis of Primary data Presentation and analysis of Secondary data (6.5 (6.

.M. 1.6 Executive Summary: This report describes a project undertaken for SONALIKA GROUP (ICML). The Group has a combined turnover is excess of Rs.000 Cr. France. Zimbabwe. But now company entering in to the car segment with the launching of Rhino-Rx. is a venture of one of India’s fastest growing automobile companies – the SONALIKA Group. The Group’s principal growing strength lies in the increasing acceptance of its SONALIKA brand of tractors which has been registering a phenomenal growth year after year and has emerged as the country’s third largest tractor brand with exports to international markets like South Africa. Our report analyze that whether Sonalika Rhino-Rx has capability to dominate the market by beating its competitors Mahindra . and has today virtually redefined the farm mechanization in India. Sri Lanka. G. Nepal Bangladesh. . INTRODUCTION ABOUT ORGANIZATION PROFILE: International Cars & Motors Limited . Tata . etc.Now a days Sonalika is well known for its Tractors. Australia. & Toyota.

24000 MUVs in a year. is a Group Company of the Rs. . L. The Company has the installed capacity to manufacture 2000 MUVs in a month i. with centrally air-conditioned.. farm machines & automobiles. The Company is having its state-of-the-art production facility.e. dust & pollution free environment. The Company is promoted by Mr.D. Mittal. 1200 Crores SONALIKA Group. Chairman. Managing Director. Mr. ICML is aiming to churn out about 5000 MUVs & expects to achieve a turnover of Rs." Automotive . Vice Chairman & Mr.7 Year of 2006 Establishment Vision "The Group practices value for money philosophy and strives at providing the best quality at least possible cost. A. Deepak Mittal. In the 1st full year of production in 2006 – 2007. in Amb. ICML is a project of its kind and is the ‘Pride of Himachal Pradesh’. 250 Crores. who are having vast experience in manufacturing tractors.S.Four Wheelers With LOTUS Company Industry Joint Venture HISTORY: - International Cars & Motors Limited (ICML). Mittal. Himachal Pradesh. to manufacture multi – utility vehicles / sports – utility vehicles.

4) Key Competitors:  Mahindra  Tata motors  Toyota  General Motors India .A. STRENGTH OF THE GROUP:  Cost effectiveness in manufacture  Technical competence  Marketing capability  In-House R&D Strength (6.8 Vision /Mission:The Dream Project of Sonalika group is to cater the agricultural and auto industry with quality abrasive products through untiring dedication and leadership.

growth rate of 20%.B) Aims and Objectives: We find inspiration for our project title from past & current scenario of the automobile industry. Tata. Passenger vehicles sales crossed the mark of 1 million in 2004-05. India became the fastest growing car market in the world in 2004. Foreign players are adding to their investments in Indian auto industry. G.M.1) Problem / Opportunity Identification: India is being recognized as potential emerging auto market. Main players in small car segment are:  Tata Motors  Mahindra . & Toyota.B.9 (6. (6. Automobile industry expert predicts that by 2050 every sixth car in the world will be for Indians. Our project analyze whether Sonalika Rhino –Rx dominate the market by beating its competitors Mahindra .

10  Toyota  General Motors India MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04 TO 2006-07 .

MUV ALL INDIA MONTHLY INDUSTRY DATA 2005-06 TO 2006-07 S.2) Aims and Objectives of the Study: India is the fourth-biggest market for Passenger vehicle. Automobile industry expert predicts that by 2050 every sixth car in the world will be for Indians. (6.No.B. Sonalika new product Rhino-Rx is also a MUV & we want to find out whether it dominates the market by beating its competitors. Company Model 2006-07 2005-06 %GROWTH INNOVA 1 TOYOTA TOTAL 3618 3045 19 3618 3045 19 2 GM TAVERA 1823 1592 14 3 4 MARUTI MAHINDRA GYPSY 241 362 -33 SCORPIO 3153 2639 19 BOLERO HARD TOP 3140 366 2896 515 8 -29 .11 If we see the above table & chart than we get that there a continuously increase in MUV car segment.

so our aim to study “whether Sonalika Rhino-Rx dominate the market by beating its competitors.” For this purpose we have to do FAB analysis. Product comparison & market survey.12 SOFT TOP 782 951 -18 TOTAL 7442 7001 6 5 TATA MOTORS SUMO 2673 2775 -4 SAFARI TOTAL 1318 3991 391 3166 237 26 Above table shows that there are many players in MUV segment. . they constantly growing.

1. Other source is various newsletters and magazines. That’s why we need to highlight both the qualitative and quantitative aspects to identified problems. the research methodology was designed in order to forecast the answers to the research.13 (6.C.2) Data Collection: In research method both primary and secondary data has to be analyzed.1) Research Design: This report is based on both qualitative and quantitative techniques. (6.C) Methodology: This part of the report deals with the methodology of the study. 2.C. Secondary data is collected from company and other related websites. I will prepare a questionnaire for personal interview and use them as primary data. the associated methods and techniques used for the collection of relevant data. so I am going to follow Descriptive Research Design. On the basis of the placement objectives. It provides an outline of the research approach. . (6.

City ………………… Survey location………… Year……………………. Questionnaire is totally in accordance with our problem/title of the project. no ………………. I would be grateful if you could spare some of your time to respond the following questions.C. I am the student of AIM (Asia pacific institute of management) and doing a survey for my Summer Training project. QUESTIONAIRE TO STUDYWETHER SONALIKA RHINO-Rx DOMINATE THE MARKET Ref. Do you like MUV (Multi Utility Vehicle) cars? a) Yes.1) Primary data (Survey method): Primary data is collected by making a questionnaire.14 (6. Dear respondent.2. 1. b) No. .

Could you rank the following brands from 1 to 5 on your perception how good these are? BRAND NAME RANK Mahindra Tata General Motors Toyota ……………….. ………………. ……………….15 2. If yes. You put a brand at rank 1 due to……………………………………………………………………… ………………………………………………………………………… …………………………………………………………………………… 5. how many brands you know? a) Less than 2. How many cars (MUV) you have own? a) 0 b) 1 c) 2 d) 3 . 4. b) Between 2-5 c) More than 5 3. ………………...

………………. . ………………. Why you use current car (MUV)? Give most suitable reason …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… 8. NO. 7. (8) 6.16 e) 4 f) 5 g) More than 5 USERS WHICH HAVE NO CAR (MUV). OF ………………. specify the name ………………….. SWITCH OVER TO QUESTION NO. Currently you use which car (MUV)? BRAND NAME CARS Mahindra Tata General Motors Toyota others If others.. ……………….. Would you want to purchase a car (MUV) in incoming days? a) Yes.

how could you rank the following advantages to buy the car? ADVANTAGES RANK Automatic version Brand name Fuel efficiency Look (style) Power( in cc) Price Reliability Speed others If others. PERSONAL DETAILS:- . If yes. 10. 2) ……………………….17 b) No. would you like to purchase that car? a) Yes. If you get a car (MUV) with low price having good features of a MUV car. specify 1) ………………………. b) No. \ 9.

* Education: a) School b) College c) Graduate d) Post-graduate 16.. . Occupation: a) Business b) Govt . AGE 13.. Tel: +91……………………… 15.000 b) 10. *Address……………………………………………………… Pin code …………………. Sector d) Student e) Self employed 17.000-20. Sector c) Pvt. SEX a) Male b) Female 14. 12. Total monthly income: a) Less than 10.18 (* Represent non mandatory) 11. Name (Mr/Mrs/Ms) ……………………………………….000 ……………….

2) Secondary data: A) Demand for MUV (Multy utility vehicle): It is mandatory to know the demand for the product. For this purpose company provide us the data. which provides information about Multy utility vehicle (all over India state wise demand).C.000 Thanks for your time (6. C) Product comparison: We made a product comparison sheet by comparing RhinoRx with its competitors Scorpio. if you are entering in a new segment.000-50.2.000 d) More than 50. Advantages & benefits) analysis: FAB analysis made by us with the help of engineers. B) FAB (Feature. After the completion of FAB. R&D department checks it.19 c) 20. Tavera etc.): - . Service department to reduce the error checked product comparison sheet D) USP (Unique Selling Point): E) Warranty & Margin policy: F) IATFL (International Auto Track Finance Ltd.

D.1) Presentation and analysis of collected Data This section deals with the original research questions that were posed at the commencement of the study.D) Analysis and Discussion: To search on a best available conclusion I used two methods of data collection. G) Advertising & communication: This part is included in our report because advertising leads to the promotion and awareness in customers. (6. They are now considered within the context of the data collected.20 Company launched IATFL to provide easy loan for purchasing of vehicle. 1) Presentation and analysis of Primary data: . Actually this part of study concludes the inherent results of the collected data. which I think are best for our research. those are – 1) Primary data collection 2) Secondary data collection (6.

Analysis: .21 To collect the Primary data. For this purpose i used the population residing in JALANDHAR & HOSHIYARPUR. This is a well-known fact that there are so many car segment in market like MUV & SUV etc. So it’s very important to know the demand for MUVcars. we used the survey methods. Presentation & analysis of primary data is given below: 1) Do you like MUV (Multi Utility Vehicles) cars? Presentation: The first question of questionnaire related to the demand for MUVcars in the market. That’s why we include this question in our questionnaire. My sample size consists of 30 people..

22 From feedback of respondents we analyzed that 40% peoples like MUV cars. This shows that most of people do not like MUVcars & demand for MUV cars can be decrease in incoming days. Frequencies .

0 100.1 96.0 Cumulative Percent 40.0 Do you like MUV cars? y es no Missing 2) If yes.0 Valid Percent 40.2 100.7 58.23 Statistics Do you like MUV cars? N Valid Missing 30 1 Do you like MUV cars? Valid Missing Total yes no Total System Frequenc y 12 18 30 1 31 Percent 38.0 100. how many brands you know? .0 60.8 3.

7%) know the brands between 2-5. It is a negative aspect for Sonalika Rhino. Analysis: From feedback of respondents. we conclude that most of the people (76. So it may possible that incoming days they become brand loyal.This shows that most of the customers are aware towards brand. If customer is brand aware than only he become brand loyal. Frequencies .24 Presentation: This question produces an idea about customer awareness towards brand.

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S tis s ta tic If y s h wm n b n sy uk o ? e, o a y ra d o n w N V lid a 3 0 Ms g is in 1

If yes, how many brands you know? Frequency 2 23 5 30 1 31 Percent 6.5 74.2 16.1 96.8 3.2 100.0 Valid Percent 6.7 76.7 16.7 100.0 Cumulative Percent 6.7 83.3 100.0

Valid

Missing Total

less than 2 between 2-5 more than 5 Total System

If yes, how many brands you know?

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20

15

y c n u q e r F

10

5

0 less than 2 between 2-5 more than 5

If yes, how many brands you know?

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3) Could you rank the following brands from 1 to 5 on your perception how good these are? BRAND NAME RANK Mahindra Tata General Motors Toyota ………………. ……………….. ……………….. ………………..

Presentation:
This question is asked to know the position of MUV competitors of Sonalika Rhino-Rx in customer mind. This question is also very helpful to know the nearest competitors of Sonalika (ICML).

Analysis: Here we measured the ranking of brand individually, than compare with each other. This is done to get the more accuracy in result. For Tata: SPSS graph, which is made on the basis of feedback of respondent’s results that 56.7% people consider Tata is a better brand (Rank 3) & 40% people consider it’s a normal (Rank 5) brand.

Frequencies

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Statistics Tata N Valid Missing 30 1

Tata Frequenc y 17 1 12 30 1 31 Percen t 54.8 3.2 38.7 96.8 3.2 100. 0
Tata

Valid

Missin g Tota l

bette r good norma l Tota l Syste m

Valid Percent 56.7 3.3 40.0 100. 0

Cumulati Percen ve t 56.7 60.0 100. 0

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15

y c n e u10 q e r F
5

0 better good normal

Tata

For Mahindra:

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Feedback of respondents shows that 16.7% consider Mahindra is best (Rank-1).
 43.3% consider Mahindra is extremely good(Rank-2).

 20% consider Mahindra is better (Rank-3).  20% consider Mahindra is good (Rank-4).

Frequencies

4 96.7 43.9 19.0 Cumulativ e Percen t 16.0 20.4 19.3 20.0 100.8 3.0 100.29 Statistics Mahindra N Valid Missing 30 1 Mahindra Frequenc y 5 13 6 6 30 1 31 Percen t 16.1 41.7 60.2 100.0 80.0 Valid Missin g Total best extreemly good better good Total Syste m Mahindra 14 12 10 y c8 n e u q e6 r F 4 2 0 best extreemly good better good Mahindra For Toyota. .0 Valid Percent 16.

7% people consider Toyota brand is normal(Rank-5) Frequencies .7% people consider Toyota brand is best (Rank-1)  16.7% people consider Toyota brand is good (Rank-4)  16.30 Feedback of respondents shows that 66.

1 96.0 Valid Percent 66.1 16.M.7 83.2 100.7 16.8 3.7 100.7 16.5 16.31 Statistics Toyota N Valid Missing 30 1 Toyota Frequenc y 20 5 5 30 1 31 Percen t 64.0 Valid Missin g Tota l best good norma l Tota l Syste m Toyota 20 15 y c n e u10 q e r F 5 0 best good normal Toyota For G.: .3 100.0 Cumulativ ePercen t 66.

6% people consider G.3% people consider G. brand is better (Rank-3). brand is Extremely good (Rank-2)  23.0% people consider G.M.  36.32 Feedback of respondents shows that 20.0% people consider G.  20.M.M. (rank-5) brand is normal Frequencies .M. brand is good (Rank-4).

4 22. 0 100. 0 Vali d Missin g Tota l extreeemly good bette r goo d norm al Tota l Syste m G.M. Frequen cy 6 7 11 6 30 1 31 Perce nt 19. 83.M.33 Statistics G. 0 43. 0 Cumulati Perce ve nt 20.M.2 100. 3 36. 5 19. 0 23. 0 100. 7 20. 3 80. 12 10 y c n e u q e r F 8 6 4 2 0 extreeemly good better good normal G. N Valid Missing 30 1 G. 4) You put a brand at rank 1 due to………………………………………………………………………… . 6 35.M. 0 Valid Percent20. 4 96.

7% people have 1 car.34 Presentation: This is an exploratory question and provides the idea about service (Quality) people like the most. Analysis: Most of the respondents put a brand rank 1 due to “True value for money” 5) How many MUV cars you have own? Presentation: This question provides idea about demand of MUV cars in market.  23. Analysis: Result concluded from respondent feedback shows that –  46.3 % people have 2 cars.3% people have no car. Frequencies .  23.

5 96.6 6.0 93.7 100.7 23.6 45.35 Statistics How many MU V cars you have own? N Valid 30 Missing 1 How many MUV cars you have own? Valid 0 1 2 3 Tota l Syste m Frequenc y 7 14 7 2 30 1 31 Percen t 22.3 100.3 70.2 22.0 Missin g Tota l How many MUV cars you have own? 14 12 10 y c8 n e u q e r 6 F 4 2 0 0 1 2 3 How many MUVcars you have own? 6) Currently you use which MUV car? .0 Valid Percent 23.2 100.3 6.3 46.8 3.0 Cumulativ ePercen t 23.

Analysis: From respondents answers we find that –  60% people are using Toyota. It also shows that Toyota & Mahindra are nearest comprtitors of Sonalika Rhino-Rx.  26.36 Presentation: This question is particularly for those peoples who have their own cars and objective of this question is to find out which brand is most favorite for peoples. This shows that most of the peoples are using Toyota and rests of the peoples are using Mahindra and TATA.  10. Frequencies .7% people are using Mahindra.0% People are using TATA.

3 100.2 100.7 3.8 3.37 Statistics currently you use which MUV car? N Valid Missing 30 1 currently you use MUV small car? Frequenc y 8 18 3 1 30 1 31 Percen t 25. 0 Vali d Missin g Tota l Mahind Toyot raai a Tat a other s Tota l Syste m currently you use which MUV car? 20 15 y c n e u10 q e r F 5 0 Mahindra Toy ota Tata others currently you use which MUVcar? 7) Why you use current car? Give most suitable reason.0 3. 0 Valid Percent 26.7 86. 0 Cumulati Percen ve t 26.7 60.8 58.2 96.7 100.7 96.1 9.0 10.. . ………………………………………………………………………………………………… ……………………………………………………………………………………………….

This helps us to know that which facility satisfy the customers. i.e. Analysis: From respondents answers we get that 60% of peoples would like to purchase a MUV car. Frequencies . Analysis: Only one answer given by respondents.38 Presentation: This question included in questionnaire to know what people want in their cars. This implies that demand for MUV can increase in incoming days. “True value for money” 8) Would you want to purchase a MUV car in incoming days? Presentation: This question provides forecasted demand for MUV cars in future.

8 3.0 100.7 96.1 38. how could you rank the following advantages to buy the MUV car? ADVANTAGES RANK .2 100.0 40.0 Cumulativ ePercen t 60.0 Valid Percent 60.39 Statistics Would you purchase a MUV car in incoming days? Valid N 30 Missing 1 Would you purchase a MUV car in incoming days? Frequenc y 18 12 30 1 31 Percen t 58.0 Valid Missin g Tota l yes no Tota l Syste m Would you purchase a MUV car in incoming days? 20 15 y c n e u10 q e r F 5 0 yes no Would you purchase a MUVcar in incoming days? 9) If yes.0 100.

This is done to get the more accuracy in result. Frequencies . For Automatic version: Majority (40%) of respondents give Automatic version as 6th Rank advantage to buy a car.40 Automatic version Brand name Fuel efficiency Look (style) Power( in cc) Price Reliability Speed others If others. Analysis: Here we measured the ranking of every advantages individually. Presentation: This question concludes that which facility is most preferable by peoples to buy a MUV car. specify 3) ………………………. than compare with each other. 4) ……………………….

3 100.7 12.0 Valid Percent 20.0 73.3 26.0 40.0 Valid Missing Total 4 advatage 6 advatage 7 advatage 8 advatage Total System au m to atic versio n 12 10 8 6 y c n u q e r F 4 2 0 4 a tage dva 6 advata ge 7 advatage 8 advatage au m to atic ve rsio n For Brand Name: .8 96.2 100.0 60.41 S tsi s t i tc a a t mtcv r i n u a es o i o N Vld a i Ms g i i sn 3 0 1 automatic version Frequency 6 12 4 8 30 1 31 Percent 19.7 100.0 Cumulative Percent 20.0 13.9 25.4 38.8 3.

Frequencies .3%) of respondents give Brand Name as Rank-1 advantage to buy a car.0% of respondents give Brand Name as 6th Rank advantage to buy a car. & 20.42 Majority (43.

0 80.3 70.0 16.0 Valid Percent 43.4 96.3 10.0 100.8 3.0 20.7 10.43 S tsi s t i tc a B n nm r dae a N Vld a i Ms g i i sn 3 0 1 Brand nam e Frequency 13 3 5 3 6 30 1 31 Percent 41.3 53.0 Valid Missing Total 1 advatage 2 advatage 3 advatage 5 advatage 6 advatage Total System B rand nam e 14 12 10 8 y c n u q e r F 6 4 2 0 1 advatage 2 advatage 3 advatage 5 advatage 6 advatage B rand nam e For Fuel Efficiency: .0 100.7 19.2 100.7 16.9 9.1 9.0 Cumulative Percent 43.

3% of respondents give Fuel Efficiency as Rank-3 advantage to buy a car. & 23. Frequencies .44 Majority (40.0%) of respondents give Fuel Efficiency as Rank-2 advantage to buy a car.

0 23.0 100.7 40.0 Cumulative Percent 16.0 Valid Percent 16.7 22.7 80.8 3.1 38.2 100.0 100.7 56.4 96.45 S tsi s t i tc a f ee i i ny ul f c c f e N Vld a i Ms g i i sn 3 0 1 fuel efficiency Frequency 5 12 7 6 30 1 31 Percent 16.3 20.6 19.0 Valid Missing Total 1 advatage 2 advatage 3 advatage 7 advatage Total System fu l efficien e cy 12 10 8 6 y c n u q e r F 4 2 0 1 a tage dva 2 ad vata ge 3 advatage 7 advatage fu efficien y el c For Look & Style: .

Frequencies . & 30% of respondents give Look & Style as Rank-2 advantage to buy a car.46 Majority (40.0%) of respondents give look & Style as Rank-1 advantage to buy a car.

1 12.0 30.7 100.0 16.9 96.47 S tsi s t i tc a l o( t l ) o ksy e N Vld a i Ms g is in 3 0 1 look(style) Frequency 12 9 5 4 30 1 31 Percent 38.7 13.0 Cumulative Percent 40.0 16.0 Valid Missing Total 1 advatage 2 advatage 4 advatage 5 advatage Total System look(style) 12 10 8 6 y c n u q e r F 4 2 0 1 advatage 2 advatage 4 advatage 5 advatage look(style) For Power(in cc): .0 Valid Percent 40.3 100.8 3.7 29.2 100.0 86.0 70.

3%) of respondents give Power (in cc) as Rank-4 advantage to buy a car. & 36.48 Majority (53. Frequencies .7% of respondents give power as Rank-3 advantage to buy a car.

0 Cumulative Percent 36.2 100.0 Valid Percent 36.7 90.0 100.7 53.5 51.0 100.6 9.49 S tsi s t i tc a Pwr i c ) o e(n c N Vld a i Ms g is in 3 0 1 Power(in cc) Frequency 11 16 3 30 1 31 Percent 35.0 Valid Missing Total 3 advatage 4 advatage 7 advatage Total System Power(in cc) 20 15 10 y c n u q e r F 5 0 3 advatage 4 advatage 7 advatage Power(in cc) For Price: .8 3.3 10.7 96.

3 % of respondents also give Price as Rank-6 advantage to buy a car. Frequencies .50 23. 23.3% of respondents give price as Rank-3 advantage to buy a car.

0 63.3 40.2 100.3 80.0 100.0 Cumulative Percent 23.51 S tsi s t i tc a pi e rc N Vld a i Ms g is in 3 0 1 price Frequency 7 5 7 5 6 30 1 31 Percent 22.6 16.7 23.0 Valid Missing Total 3 advatage 5 advatage 6 advatage 7 advatage 8 advatage Total System price 7 6 5 4 y c n u q e r F 3 2 1 0 3 advatage 5 advatage 6 advatage 7 advatage 8 advatage price For Reliability: .3 16.7 20.1 19.0 100.4 96.0 Valid Percent 23.8 3.6 16.1 22.3 16.

7% of respondents give Reliability as Rank-5 advantage to buy a car.52 36. 36. Frequencies .7% of respondents also give Reliability as Rank-8 advantage to buy a car.

7 10.7 16.7 100.1 9.53 S tsi s t i tc a r la ii y e bt i l N Vld a i Ms g i i sn 3 0 1 reliability Frequency 11 5 3 11 30 1 31 Percent 35.7 35.7 53.5 16.2 100.0 Valid Missing Total 5 advatage 6 advatage 7 advatage 8 advatage Total System reliability 12 10 8 6 y c n u q e r F 4 2 0 5 advatage 6 advatage 7 advatage 8 advatage reliability For Speed: .8 3.5 96.0 Valid Percent 36.0 36.3 100.3 63.0 Cumulative Percent 36.

54 Majority (30. & 23.3% of respondents give Speed as Rank-5 advantage to buy a car. Frequencies .0%) of respondents give Speed as Rank-7 advantage to buy a car.

0 Cumulative Percent 20.55 S tsi s t i tc a Se d pe N Vld a i Ms g is in 3 0 1 Speed Frequency Valid 2 advatage 4 advatage 5 advatage 7 advatage 8 advatage Total System 6 3 7 9 5 30 1 31 Percent 19.7 22.4 9.0 Missing Total Speed 10 8 6 y c n u q e r F 4 2 0 2 advatage 4 advatage 5 advatage 7 advatage 8 advatage Speed For others: .0 53.0 10.3 100.1 96.7 100.8 3.3 30.2 100.0 30.3 83.0 16.0 16.0 Valid Percent 20.6 29.0 23.

56 Total population of sample size gives rank-9 to the other advantages to buy a car. Frequencies . This shows that above written advantages are the most preferable to buy a small car.

2 T o ta l 31 1 0 0 .0 1 0 0 .57 S tsi s t i tc a oh r t es N Vld a i Ms g is in 3 0 1 o th e rs C u m u la tive F re q u e n cy Pe rce n t Va lid Pe rce n t Pe rce n t V a lid 9 a d va ta g e 30 9 6 .0 M issin g Syste m 1 3 .8 1 0 0 .0 others 30 25 20 15 y c n u q e r F 10 5 0 9 advatage others .

if they get a car with low price having good feature of small car.58 10) If you get a car with low price having good features of a MUV car. Analysis: Majority (93. They would like to switch over to the next brand. would you like to purchase that car? Presentation: This question provides a path to know the Brand loyalty of the customers.3) of the peoples are not Brand loyal. .

59 Frequencies Statistics If you get a MUV car with low price having good featuture of MU Vcar.2 100.3 6. woulwould you Would you like to purchase that car ? Frequenc y 28 2 30 1 31 Percen t 90.7 100. 0 Valid Missin g Total ye s no Total Syste m If you get a MUV car with low price having good feature of MUV car.5 96.3 100. would you like to purchase that car ? 30 25 y c n e u15 q e r F 10 20 5 0 yes no If you get a MUVcar with low price having good feature of MUV car. 0 Valid Percent 93.3 6. 0 Cumulativ e Percen t 93.8 3. would you like to purchase that car ? 2) Presentation and analysis of Secondary Data: . would you like to purchase that car ? N Valid 30 Missing 1 If you get a MUVcar with low price having good feature of MUV car.

A) Demand for MUV (Multy utility vehicle): Presentation & Analysis: Sonalika is entering in car segmentation with the launch of Rihno-Rx. So its very important to know the demand for MUV in India. Company Model QUALIS** 1 TOYOTA INNOVA 3618 3045 3045 334 334 0 0 0 2006-07 2005-06 2005-06 2004-05 2004-05 2003-04 2003-04 0 0 0 2346 2346 2657 2657 200203 2379 2 GM TAVERA 1823 1592 1592 1121 1121 0 0 0 3 MARUTI GYPSY TREKKER + PUSHPAK TRAX 241 362 362 425 425 279 279 270 4 HM FORCE MOTORS 0 3 3 16 16 66 66 80 5 6 579 3153 637 2639 637 2639 628 2236 628 2236 627 1998 627 1998 538 980 MAHINDRA SCORPIO . Where I collected the various necessary facts.60 To make my research more accurate. For this purpose we made a excel sheet graphs as shown below: MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04 TO 2006-07 MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04 TO 2006-07 S.No. I used Internet. which will reduce the Error in conclusion of our report.

61 BOLERO 3140 2896 2896 2012 2012 1119 1119 468 HARD TOP 366 515 515 1088 1088 1411 1411 1727 SOFT TOP TATA MOTORS 782 951 951 1280 1280 1182 1182 1134 7 SUMO 2673 2775 2775 2596 2596 2354 2354 1815 .

PEBBLES etc BENEFITS HIGH SAFETY AGAINST SIDE IMPACT TROUBLE FREE ENGINE LONGER ENGINE LIFE DRIVER SAFETY Side impact beam in doors Full engine protection cover Collapsible Steering WHOLE STEERING WHEEL COLUMN GET DISMANTLE IN CASE OF SUDDEN column FORCEFUL IMPACT SAFETY & SECURITY Cross car beam STRENGTH TO THE FRONT BODY AND MAKE CABIN SAFER IN CASE OF under dash board FRONTAL COLLISION CROSS CAR BEAM IMPARTS HIGHER HIGH SAFETY AGAINST FRONTAL IMPACT MANUAL SWITCHES ARE PROVIDED SAFETY FOR CHILDERNS Child safety locks ON THE REAR DOORS TO CHECK CHECK UNWANTED UNWANTED OPENING OF THE DOORS on rear door OPENING OF THE DOORS FROM INSIDE Seat belts for all front facing seats Fog Lamps High Mount Stop Lamp Headlamp Levelling Device SEAT BELTS HOLD THE PASSENGERS FIRMLY IN RIGHT POSITION EVEN WHEN VEHICLE COMES TO SUDDEN HALT FOG LAMPS ENSURE BETTER VISIBILITY IN FOGGY CONDITIONS ENSURES THAT DRIVER OF THE FOLLOWING VEHICLE NOTICE IT AS SOON AS THEY LIT SO THAT HE CAN REACT IN TIME HEADLAMP LEVELLING DEVICE ENSURES BETTER VISIBILITY IN DIFFERENT LOAD CONDITIONS SAFETY FOR PASSANGARS BETTER VISIBILITY TO ENSURE SAVE DRIVING WARN THE DRIVER OF FOLLOWING VEHICLE IN TIME BETTER VISIBILITY IN DIFFERENT LOAD CONDITIONS . So its a positive aspect for Sonalika Rhino-Rx. Advantages & benefits) analysis: Presentation & Analysis: FAB analysis is done to understand the feature of Rhno-Rx. FAB ANALYSIS PARTICULAR FEATURE ADVANTAGES IMPART HIGHER STRENGTH TO THE SIDE DOORS TO ENABLE THEM TO WITHSTAND STRONG SIDE IMPACTS FULL ENGINE COVER IS PROVIDED TO PROTECT ENGINE AGAINST THE DAMAGE FROM MUD.62 Above graph shows that there is continuously increase in MUV cars (from 2002 to 2007). B) FAB(Feature.

DRIVER SEAT FUEL LID CONTROL IS PROVIDED AT THE DRIVER SEAT WHICH ENABELS KEYLESS OPENING HIM TO CONTROL FUEL LID WHILE ALSO CHECK FUEL THEFT SEATING AT SEAT. POWER STEERING PROMISES EASY MOVEMENT OF STEERING WHEEL AND HENCE FATIGUELESS DRIVING AND BETTER CONTROL OVER VEHICLE.63 HVAC(HEATING VENTILATION & AIR FUEL EFFICIENT FAST Air CONDITION) PROVIDED IN RHINO COOLING/HEATING FOR Conditioner/Heater HELPS IN MAINTAINING THE DESIRED FATIGUELESS DRIVING. Flat Floor Comfort. RHINO COMES WITH UNIQUE FEATURE WHICH ALLOWS EASY REMOVAL OF THIRD ROW SEATS. TEMP. TWO 4" SPREAKERS AT FRONT AND TWO 6" SPEAKERS AT REAR DOORS ARE SO PLACED THAT SOUND INTENSITY ALL OVER THE CAR REMAINS SAME AS WELL AS ACQUIRE LESS SPACE. IT ALSO IMPARTS FLEXIBILITY IN CHANGING SEAT ARRANGEMENT. REAR DEFOGER IS FITTED AT THE REAR DOOR WHICH DOES NOT LET MIST ACCUMULATION ON THE REAR WINDOW. INSIDE THE CABIN FLAT FLOOR PROVIDED IN THE VEHICLE ENSURES PASSANGERS GET AMPLE HEAD. SHOULDER AND LEG ROOM. Convenience & Entertainment Seating Power Steering Window Regulator POWER REGULATED WINDOWS ARE ONE TOUCH OPERATION PROVIDED IN THE VEHICLE FOR MAKES ALL DOORS OPEN EFFORTLESS OPENING OR CLOSING AND CLOSED FROM THE OF WINDOWS. MOST COMFORTABLE THIRD ROW SEATING WITH AMPLE SPACE STRETCH OUT IN TOTAL COMFORT EVEN MOVING HOUSES IS NO LONGER PROBLEM EASY MANEUVERABILITY BETTER CONTROL. BETTER VISIBILITY THROUGH WINDOW GLASSPANE IN FOGGY CONDITIONS BETTER SOUND QUALITY BETTER SPACE UTILISATION Fuel Lid Opening Rear Defogger Speakers .

Power SINGLE OVER HEAD CAMSHAFT WHICH FACILITATE BETTER MOVEMENT OF VALVES . LOAD COMPENSATING REGULATING VALVE ENSURES ONLY REQUIRED AMOUNT OF BREAK FLUID FLOW TO THE BRAKES AND VENTILATED DISC BRAKES DOES NOT LET THE BREAK DISC TO HEAT UP COMPLETE CONTROL WHILE BREAKING MINIMUM STOPPING DISTANCE WIDE TYRES FOR BETTER ROAD BETTER RIDING GRIP BETTER HANDELING 180 mm GROUND CLEARANCE TROUBLE FREE DRIVE ON MAKES RHINO FIT FOR DRIVING IN ROUGH ROADS ANY TERRAIN TURNING RADIUS AS SMALL AS 5. LEG.6 MAKES IT POSSIBLE FOR RHINO TO EASY MANEUVERABILITY TAKE SHARP TURNS EASILY THIS COMBINATION OF LENGTH. AND LOW MAINTAINANCE AC & ALTERNETOR . WATER PUMP. HENCE MORE POWER AT HIGHER SPEED MORE POWER BETTER FUEL EFFECIENCY BETTER PERFORMANCE MAXIMUM PULLING CAPACITY RHINO'S ENGINE GENERATES 22 NM Max.0L 4Cylinder RHINO COMES WITH LATEST Inline Turbo GENERATION D-FIP DIESEL ENGINE WHICH PROVIDE HIGH POWER Charged CANSUMING LESS FUEL AND LOWER Intercooled Indirect EMMISSION.6m) Length(4440) Width(1645) Height(1885) Hydraullic Valve Lifters Single belt drive with automatic tensioner MORE PICKUP MORE LOAD CARRING CAPACITY RHINO FACILITATES SYNCHROMESH SMOOTHER GEAR TRANSMISSION ENABLES EASY SHIFTING IN ALL DRIVING GEAR SHIFTING . RHINO GENERATES 100 BHP @ 4200 RPM . Injection (SOHC) Camshaft arrangement 100/4200 (BHP/rpm) Max. Torque @ 2400 RPM WHICH MEANS HIGH 22/2400 (Nm/rpm) TORQUE AND BETTER PICKUP Transmission Suspension-Front (Independent Double Wishbone with Torsion Bar Spring) Suspensions-Rear (Semi Elleptical Leaf Spring) Brakes-Front (Ventilated Disc Brakes) Brakes-Rear (Drum balanced with LCRV) Tyre(205/65 R15) Ground Clearance(180mm) Turning Radius(5. CONDITION TECHNICAL SPECIFICATION THE SUPERIOR SUSPENSION SYSTEM DELIVERS SOFT. HIP DESIGN AERODYNAMICAL AS WELL AND SHOULDER ROOM AS ERGONOMICAL HYDRAULLIC VALVES ENSURES ACCURATE VALVE CONTROL MAINTAINANCE FREE SINGLE V RIBBED BELT DRIVE WITH AUTOMATIC TENSIONER FOR BETTER FUEL EFFICIENCY POWER STEEERING. WIDTH AND HEIGHT MAKES RHINO MORE HEAD. CAR LIKE COMFORTABLE RIDING QUALITY WITH LOAD CARRYING AND COMPLETE CONTROL ON AND ROAD HANDELING JERKS CAPABILITIES.64 2.

COMPLETE CONTROL ON GEAR VS SPEED RELATIONSHIP SLIDING WINDOWS FOR THE LAST Sliding quarter windows ROW ENSURES BETTER BETTER VANTILATION VANTILATION C) Product comparison: - Presentation & Analysis: Product comparison is done to know the advantages & uniqueness in Rhino-Rx. RPM ON A PARTICULAR SPEED.65 RHINO COMES WITH UNIQUE DUAL ELECTRIC RADIATOR FAN PROVIDED Dual Electrical Radiator FOR EFFECTIVE AND FAST COOLING Fan OF ENGINE TO REQUIRED TEMPRATURE. LONGER ENGINE LIFE FAST COOLING HELPS GEAR SHIFTING AT CORRECT SPEED & PROVIDES BETTER INDICATE THE RIDER ABOUT ENGINE Techometer VISIBILITY & AESTHETICS. . How it is different from others MUV cars.

6 4435 1680 1765 2685 Disc and Cappiler Drum 215/75 R15 180 5.9 4505 1726 1976 2400 .0L DICOR 2. Coil Spring.Torsi Wishbone ns(Front) with Torsion Coil Spring.5/2000 5M 68/4500 Dec-00 5M Independent Independent Double 2WD Independent.3/2200 5M 80/3900 19/1800 5M 72.6 4440 1645 1885 2541 Suspensio ns(Rear) Brakes(Fr ont) Brakes(Re ar) Tyre Ground Clearance Turning Radius Length Width Height Wheel Base 5-Link with Coil Spring Ventilated Disc Brakes Drum 235/70 R16 195 6 4800mm 1810 1925 2650 Drum 215 160 4. Torque Transmissi on 115/3000 30/16002000 5M 115/3800 28.6 4495 1817 1975 2680 Vantilated Disc & Caliper Type Drum 205/65 184 5. t.9L Inline injection Turbo Cylinder 4 Cylinder Diesel 2. Independen Double Double Suspensio wishbone Independent. coil wishbone.66 Technical Specifications Features / Models Safari Scorpio Tavera Bolero Sumo Rhino RX Engine type 3.5/4000 15.0L 4Cylinder Inline Turbo Charged Intercooled Indirect Injection 100/4200 22/2400 5M Max.o/p Max.4 4056 1660 1880 2680 Disc Ventilated Disc Brakes Drum 205/65 R15 180 5. Double Acting springs with on bar spring & with Torsion Bar AntiRoll Bar Telescopic anti-roll bar Anti-roll bar Bar Spring Parabolic SemiSemi Multilink Coil Semi-Elliptical leaf springs elliptical Leaf Elleptical Leaf Spring Leaf Spring with antiType Spring roll bar Disc and Caliper Drum 235/70 R16 180 5.6L CRDe 2.5L Direct 2.5L Inline 4 1.

8 7. 10 W/O any accessories. Electronic Speedometer. Optional Power Steering LX Std+AC LX+Power Window. Front Bucket Seats L1+Dual AC. Central Locking. Fog Lamps. Rear Windscrean Defogger L2+Alloy Wheels.67 PRICE COMPARISON Models/Particulars M2DI(TURBO2. Two Tone Paint Manual 4WD option.6 SLX (4WD) TIRBO2. 9 7. 8 7. no Power Steering B1+AC.6 SLX(2WD) SAFARI LX EX VX B1 B2 TAVERA B3 7. 10 7. 8 MAIN FEATURES Power Steering. 627000 685000. Twin Shaded Fabric Seat Upholstery. Alloys Do AC. 9 7. Adjustable Steering. Central Locking.5) SCORPIO STANDARD SEAT CAP 7. Power Steering Std+Central Locking. 9 8 8 7. 10 7. music System.6DX (2WD) TURBO 2. AC. Audio Wiring B2+Power Steering. Central Locking EX+Air Baga. Alloy LX+Music System. 718000 TURBO 2. ABS. Leather Seats SHOWROOM PRICE 639337 725888 791491 944126 853831 727022 822881 1023190 597000. Power Window DX+Adjustable Steering. Tachometer. Bright Interiors B3+Wood Finish. Wood Finish Dashboard L1 L2 D1 SLX SLE 7. Power Steering. Power Window. Electric 4WD Option GLX+Bucket Seat. Power Windows. Music System. Heater. no AC. 8 8 8 796000 852000 946000 519000 528000 549000 Bolero Diz PLUS 7 537000 . Stereo. Digital Speedometetr Tubeless Tyres. 710000 602308.

Central locking. Head Lamp Levelling Device S1w/oAC+AC S1withAC+Power Steering. Fog Lamps. Tachometer.9 8 8 655500 675500 695500 . Bucket Type Seats(1+1). Power Steering. Heater.9 585500 605500 S2 DLX Single AC DLX Double AC 8. 10 10 8 541700 518660 628900 Sumo VICTA GX VICTA CX 10 506740 S1 w/o AC RHINO S1 with AC 9 8. Fog Lamps AC(o). Rear Defogger Power Steering. Rear Defogger All Above Features+Another AC VICTA EX VICTA LX 6. Power Steering AC EX+Power Windows.68 AC. Techometer Collapsible Steering. Body Coloured Bumper. Two RoomLamps. Body Coloured Bumper. Speakers S2+CD Player.

AC & ALTERNETOR RESULTS IN BETTER EFFICIENCY. LOAD COMPENSATING REGULATING VALVE ENSURES ONLY REQUIRED AMOUNT OF BREAK FLUID FLOW TO THE BRAKES AND VENTILATED DISC BRAKES DOES NOT LET THE BREAK DISC TO HEAT UP Engine type 2 Brakes(Front) 3 Brakes(Rear) 4 5 Hydraullic Valve Lifters Single belt drive with automatic tensioner 6 Dual Electrical Radiator Fan Techometer 8 RHINO HAS HYDRAULLIC VALVES TO ENSURES ACCURATE VALVE CONTROL SINGLE V RIBBED BELT DRIVE WITH AUTOMATIC TENSIONER FOR POWER STEEERING.NO. COMPLETE CONTROL ON GEAR VS SPEED RELATIONSHIP 7 . FEATURE ADVANTAGES UNBEATABLE PRICE 1 PRICE COMPARITIVLY LESSER PRICE SUPER PERFORMING TECHNOLOGY RHINO COMES WITH LATEST GENERATION D-FIP DIESEL ENGINE WHICH PROVIDE HIGH POWER CANSUMING LESS FUEL AND LOWER EMMISSION. LOW MAINTANANCE & COMPARITABLY LESSER LOAD ON ENGINE RHINO COMES WITH UNIQUE DUAL ELECTRIC RADIATOR FAN PROVIDED FOR EFFECTIVE AND FAST COOLING OF ENGINE TO REQUIRED TEMPRATURE.69 From the above table & charts we conclude Rhino-Rx advantages over its competitors: S. WATER PUMP.

WHICH IMPARTS CHILD SAFETY.ALTERNATOR & POWER STEERING WHICH RESULTS IN LESS LOAD ON THE ENGINE AND MORE FUEL EFFICIENCY MANUAL SWITCHES ARE PROVIDED ON THE REAR DOORS OF RHINO TO CHECK UNWANTED OPENING OF THE DOORS FROM INSIDE. Length THIS COMBINATION OF LENGTH.70 EXCLUSIVE VEHICLE FEATURES MIELAGE Ground Clearance Turning Radius RHINO GIVES HIGH MILEAGE ON CITY AS WELL AS HIGHWAY ROADS. 17 18 Child safety locks on rear door Seating Seat belts for all front facing seats 19 Flat Floor 20 21 22 NVH System Cabin space D) USP (Unique Selling Point): - .C. SHOULDER AND LEG ROOM. IT ALSO IMPARTS FLEXIBILITY IN CHANGING SEAT ARRANGEMENT.LEG & LUGGAGE ROOM SEAT BELTS HOLD THE PASSENGERS FIRMLY IN RIGHT POSITION EVEN WHEN VEHICLE COMES TO SUDDEN HALT. 180 mm GROUND CLEARANCE MAKES FIT FOR DRIVING IN ANY TERRAIN 9 10 11 12 13 14 15 TURNING RADIUS AS SMALL AS 5. RHINO HAS MORE SEATS WITH MORE COMFORTABLE. FLAT FLOOR PROVIDED IN THE VEHICLE ENSURES PASSANGERS GET AMPLE HEAD. HEAD ROOM & SHOULDER 16 A. NVH(NOISE VIBERATION HARNESS) SYSTEM FOR QUITE & COMFORTABLE RIDE MORE SPACIOUS LEG ROOM ON ALL ROW SEATS . MORE HEAD. WIDTH AND HEIGHT MAKES RHINO DESIGN AERODYNAMICAL AS WELL AS Width ERGONOMICAL Height SAFETY & UNPARALLEL COMFORT AC IN RHINO RX IS DRIVEN BY SAME BELT WHICH DRIVES WATERPUMP.6 MAKES IT POSSIBLE FOR RHINO TO TAKE SHARP TURNS EASILY FUEL LID CONTROL IS PROVIDED AT THE DRIVER SEAT Fuel Lid Opening WHICH ENABELS HIM TO CONTROL FUEL LID WHILE SEATING AT SEAT.

for the best on road performance.  Maximum speed of 160 Kmph.  Excellent initial pick due to high torque of 220Nm. . Shoulder room).  NVH (Noise Harness system for quite and comfortable ride.  High Ground clearance for rough road usage. which is optimized.  It’s High mileage on city as well as highway roads.  Most spacious vehicle in its class (Leg room on all row seats. Head room.71 The unique selling points (USP) of Rhino-Rx are as given below:  It’s latest D-Fip engine. Hip room.  High acceleration due to 100 Bhp of power.

C.00 km (Which is earlier) Cumulative Warranty 2 years or 100.000 55. So that dealers would try to sell more & more Rhino in market.000 50.C.000 km (which is earlier) CLASS S1 without A. .000 km (Which is earlier) Extended warranty 12 month or 50.C.000 S1 with single A. Here we can see that Sonalika (ICML) concentrated over the dealers by providing a huge amount of Margin. DLX with single A.000 30.72 E) Warranty & Margin policy: - NEW WARRANTY POLICY Basic Warranty 12 month or 50.C.C. DLX with dual A. NEW MARGIN POLICY DEALER MARGIN 30.000 50. S2 with single A.

& magazine adds for Brand awareness.V. That’s why we analyzed this data. . They also take part in social programs e.). E) Advertising & communication: Presentation & Analysis : Advertisement results promotion & customer awareness for any product. Sonalika (ICML) sends Brochure to many peoples for Brand Awareness.73 F) IATFL (International Auto Track Finance Ltd.V. But they are lacking in T. they operated Clean & Green fair in Hoshiyarpur.): Sonalika used strategic marketing and launched IATFL (International Auto Track Finance Ltd. & magazine adds.g. So that customer can purchase Rhino-Rx at easy loan. Other competitors of Sonalika like Mahindra & Toyota gives T.

3 peoples have 2 cars.74 1) Results from Primary data( Questionnaire): 1) Only 40% peoples like MUV cars.7% people give (Rank 3) to Tata . 66. Also 23.1.3% people give (Rank 2) to Mahindra. Most of the peoples do not like MUV cars.  Most of the peoples are brand aware. 4) Quality (facility) which peoples like most is True value for money. Mahindra.Rx. But in spite of this they purchase the MUV cars. This shows that Toyota. .7% people give (Rank 1) to Toyota & 36. 43.7% know the brands between 2-5.This shows that most of the customers are aware towards brand.  As Q. Tata & General Motors are nearest competitors of Sonalika Rhino. 3) If we take majority from our samples than we get 56.  Demand for small cars can be decrease in future. 2) 76.3 % has no car. Results that most of the people do not like MUV cars. 5) 46.6% people give (Rank 4) to General Motors.7% peoples have one car & 23.

9) If we take majority from our samples than we get: (40%) of respondents give Automatic version as 6th Rank advantage to buy a car.0%) of respondents give look & Style as Rank-1 advantage to buy a car.0%) of respondents give Fuel Efficiency as Rank-2 advantage to buy a car.3%) of respondents give Power (in cc) as Rank-4 advantage to buy a car. (40. (40.75 6) Currently most favorite brand of peoples is Toyota & nearest competitors of Toyota is Mahindra. (43.3%) of respondents give Brand Name as Rank-1 advantage to buy a car. (53. . 7) Quality (facility) which people like most in current car is “True value for money” 8) 60% of peoples want to purchase a MUV car in incoming days.  Currently Demand for MUV cars is growing at very fast rate.

7% of respondents also give Reliability as Rank-8 advantage to buy a car.3 % of respondents advantage to buy a car.0%) of respondents give Speed as Rank-7 advantage to buy a car. (30.3% peoples are not Brand loyal. 23.  This shows ranking of advantages on the basis of peoples perception is as follows: Rank 1 2 3 4 5 6 7 8 Advantage Brand Name Look & style Fuel efficiency Price Power Reliability Automatic version Speed 10) 93. also give give Price as as Rank-6 Rank-5 Reliability 36.76 23. .7% of respondents advantage to buy a car.3% of respondents give price as Rank-3 advantage to buy a car. 36.

. 10) High acceleration due to 100 Bhp of power. 7) High Ground clearance for rough road usage. for the best on road performance. 9) Excellent initial pick due to high torque of 220Nm. 4) Comparatively lesser price. 3) Rhino-Rx has unbeatable feature in its class .77 2) Results from secondary data: 1) Demand for MUV vehicle increasing continuously from last five years. 8) NVH (Noise Harness system for quite and comfortable ride. 6) High mileage on city as well as highway roads. which is optimized. 5) Latest D-Fip engine. 2) Rhino-Rx provides good feature.

. Head room.1) Conclusions: Our conclusion includes conclusion obtained from both Primary & Secondary data.E) Conclusions & Recommendation This part of the study deals with both conclusion & recommendation. (6. Our conclusion extract whether results are favorable for Sonalika Rhino-Rx or unfavorable for Sonalika Rhino-Rx. Hip room. 14) Opening of IATFL (International Auto Track Finance Ltd. Shoulder room).E. Conclusion tells about what we conclude from overall study & recommendations include our suggestion. 13) Huge margin to the dealers. (6. 15) Lack of advertisements.). 12) Most spacious vehicle in its class (Leg room on all row seats.78 11) Maximum speed of 160 Kmph.

(Favorable)  Most of the peoples are brand aware. (Can’t say)  To buy a car people like the car. (Favorable) . This is an opportunity for Sonalika Rhino-Rx. Which is one of the objectives of Sonalika. (Favorable)  Currently Toyota is most favorite brand in small cars. (Favorable)  People prefer Brand Name. which provides “True value for money”. (Unfavorable)  In present scenario. Due to this reason it is taken as threat also. due to this reason opportunity. This result provides both opportunity & threats. Most of the people are not brand loyal.79 1) Conclusion from Primary data:  Demand for MUV growing at very fast rate. look & style and Fuel Efficiency as compare to other advantages to buy a car. If people are brand aware may be they become brand loyal in future. Also brand awareness is a base for oligopoly (competitiveness).

(Favorable)  Excellent initial pick due to high torque of 220Nm. for the best on road performance. Shoulder room).   Maximum speed of 160 Kmph. (Favorable) Opening of IATFL(International Auto Track Finance Ltd. (Favorable)  High acceleration (Favorable) due to 100 Bhp of power.  High  NVH (Noise Harness system for quite and comfortable ride. (Favorable) Most spacious vehicle in its class (Leg room on all row seats. Hip room. Head room. (Favorable) Ground (Favorable) clearance for rough road usage. (Favorable) Strategic marketing by providing huge margin to the dealers. (Favorable)  High mileage on city as well as highway roads.) (Favorable)   .80 2) Conclusion from Secondary data:  Demand for (Favorable) MUV cars increases continuously. (Favorable)  Latest D-Fip engine. which is optimized.  Comparatively lesser price.

After doing overall analysis we get result: Sonalika Rhino-Rx has capability to dominate the market by beating its competitors Mahindra. & Tata. which are obtained from Primary data and Secondary data.81  Lack of advertisements. So we can compute overall conclusion in one line- “SONALIKA RHINO-Rx THE SUPERIOR CHOICE” . Toyota.M. (Unfavorable) OVERALL CONCLUSION: To extract the overall conclusion we analyze the both of conclusion. G.

Thus Rhino-Rx engine capacity should Increased.1) we get some conclusions. which are unfavorable for Sonalika Rhino-Rx.  Most of the people are not Brand loyal. Make them own customers by providing products & service in respect to their core need. While other competitors has more capacity engine except Tata (Sumo). Because Rhino-Rx has less Fuel tank capacity as compare to other MUV cars.82 (6. But if Rhino-Rx really want to compete than it should have ABS brake system.E. Thus we suggest some recommendation:  In future maintain the supply according to the demand in the market. .  Rhino-Rx has less capacity (1994cc) engine.  Rhino-Rx should have Airbags. Because Most of customers has core need Safety & Comfort.  Rhino-Rx should have more Fuel tank capacity.  Rhino-Rx has LCRV brake system.2) Recommendations: In topic (6.E.

 Rhino-Rx can make an U. (Unique Selling Point) by Providing Tubeless Tyres in Rhino. & Magazine to increase the Brand Awareness. gives very much attractive adds on T.P. Newspaper & Magazine advertisements..Even Mahindra Bolero & Tata sumo Which has lesser price than Rhino-Rx are providing central Locking System.Rx.V.S. Because most of the people are not aware about Sonalika RhinoRx. Because its impossible to get tubeless tyres in Rhino-Rx price range. .  Competitors of sonalika Rhino-Rx like Mahindra & Toyota etc. So its mandatory for Rhino-Rx to Concentrate on T.83  Most of the MUV has Central Locking system.V. Thus Rhino-Rx should have central Locking System.

84 7) Appendix:  MUV – Multy Utility Vehicles  SUV – Sports Utility Vehicles  SCM – Supply Chain Management  Brand name – Sign or Symbol for unique identification  Forecasted demand – Future demand  ICML – International cars & Motors Ltd. .  IATFL-International Auto Track Finance Ltd.

85 (8) Bibliography:  Economic Times  Auto Car  Business Standard  SIAM (Society of India Automobile Manufacturer)  Business Today  www.Sonalika.Google.com  www.com .

86 .

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