TRAINING REPORT

ON

STUDY OF MARKETING STRATEGIES

at

HERO MOTOCORP

BACHELOR OF BUSINESS ADMINISTRATION

(Session 2019-22)

Submitted to: Submitted by:

Controller of Examination Name : praveen
MDU, Rohtak Reg. No.: 191150111
Under the Supervision of Roll No.18
Mrs.Poonam gaur Class : BBA CAM 5th Sem.

INSTITUTE OF MANAGEMENT & TECHNOLOGY

[Approved by AICTE, and affiliated to M.D.U,ROHTAK]

TIGAON ROAD, NEAR SAI DHAM, FARIDABAD – 121002

 DECLARATION

I, Praveen, Ragn. No. 191150111 Class BBA CAM 5 th Sem. of the

Institute of Management & Technology, Faridabad hereby declare that

the Summer Training Report entitled “STUDY OF MARKETING STRATEGY”

is an original work and the same has not been submitted to any other institute for

the award of any other degree. A Seminar presentation of the Training report was

and the suggestions as approved by the faculty duly incorporated.

Presentation Incharge Signature of the Candidate

Mrs.Poonam gaur. praveen.

BBA cam 5 th Sem.

Countersigned

Director/Principal of the Institute

 PREFACE

In the present age of business, when profit maximization is the prime objective, price &

quality area the major thrust areas to conquer the market. The other main objective is to

study the marketing strategies which are adopted to increase the sale.The Bachelor of

Business Administartion and computer (BBA CAM) course imparts the student such

virtues and prepares to take the business world in their stride. The preparation of training

report gives practical experience and helps the student to view the real business closely,

which in turn widely influences their conception and perceptions.

The objective of the report is to study the marketing strategies adopted by the

Rajiv Automobile pvt ltd. To study the various factors which affects the sale of the

hero moto corp . This Project report has been written in simple words, clarity has

been given the priority throughout and special care has been taken to the present

the report in a simple, easy to understand style.

praveen
 ACKNOWLEDGEMENT

Carrying out this report and its preparation was possible with the help, guidance and

inspiration which I received from the professionals engaged in business and education. I

feel obliged to all those authorities whose work has been consulted and utilized and

acknowledge the text.

First of all I express my sincerest debt of gratitude to the Almighty God who always

supports me in my endeavors.

I extend my deep gratitude to my report guide Prof. Poonam gaur , faculty-marketing

IMT , Faridabad for his encouragement and support throughout the course of my

summer training report.

I also extend my sincere thanks to all faculty members for their cooperation and guidance.

On the home front, I want to thank all my family members especially to my parents who

also have appreciated the hefty time demands of this report and helped me in numerous

ways.
 TABLE OF CONTENTS

SR. NO. Description PAGE NO.

Declaration 2
Preface 3
Acknowledgement 4
CHAPTER: 1 INTRODUCTION 7

Significance of the Problem 8

Review of Literature 9

Conceptualization 11

Focus of Study 29

Objectives 30

CHAPTER: 2 RESEARCH METHODOLOGIES 31

Industry/ Organization Profile 32

Research Design 43

Sampling Plan 44

Sample Size 44

Data Collection 45

Limitation of Study 46

CHAPTER: 3 MICRO ANALYSIS 47

Objective wise micro analysis 48

CHAPTER: 4 MACRO ANALYSIS 56

Conclusion 57

CHAPTER: 5 FINDINGS & RECOMMENDATION 59

OBSERVATIONS 61

RECOMMENDATIONS 62

BIBLIOGRAPHY 63

QUESTIONNAIRES 64
 SIGNIFICANCE OF STUDY

 The objective of the research is to know the Marketing Strategy adopted by the

Rajiv Automobiles ltd. to increase their sales of the Hyundai India cars.

 To know on which basis the Hyundai India done its segmentation.

 To know about the company’s details (profile, Products)

 This study would help in revealing the type and specific qualities of the cars

offered by the company to their consumers.

 To study that how the dealers of the Rajiv Automobiles Ltd. deals with its

customers.

 This study would help to know on which occasion’s company give special offer to

their customers.
 REVIEW OF LITERATURE

Once the problem is formulated, the researcher has to undertake an extensive

literature survey related to problem. The literature survey undertaken here includes

books and different websites from the internet.

The summer training report was to know the marketing strategy is adopted by the

Hyundai India on the basis of price, product, place, promotion, packaging which

help in increase in the sales of the cars.

 Schiffman. G. Leon and kanuklazare Leslie: Study of the marketing strategies

is the study of how company make decisions to spend their available resources

(Time, Money and Efforts) on production related items. It includes the study what

to produce, how toproduce, when toproduce, for whom to produce, which

technologies use in the production, on which basis market segmentation is done.

The primary purpose for the study marketing strategy as a part of marketing

curriculum is to understand how and how customers make their purchase

decisions. Their insights enable marketers to design more effective marketing

strategies.

 Gupta.C .B and Dr. Nair. N.Rajan: A business is based on understanding

the marketing strategy and providing the kind of products that the customer

wants.

 Mamoria C.B. and MamoriaSatish: Marketing strategy is the process

whereby companies decide what, when, where, how and from whom to sale

goods and services. Buying behavior may be viewed as an orderly process

 here by individual interacts with his environment for the purpose of making

market decision on products and services.

 Nair Suja. R: The success of the firm will be determined by how effective

it has been in meeting the diverse customer needs and wants by treating

each customer as unique and offering products and services to suit his/her

needs.

 Bennett Peter.D. And KassarjianHaroldh: A great deal of research

activity in marketing is design to shed light on the customer decision

process.

 Kothari C.R.:For data analysis different statistical techniques are being

used such as scaling techniques, correlation, and hypothesis testing.

 Bitta, Della, Loudon: “Marketing Strategy and concepts and

applications”Fourth Edition, Tata McGraw Hill, New Delhi, PP 5- 8, 9, 19.

“Defining Marketing Strategy and its significance” is studied from this

book & significance of marketing strategy for a marketer is studied.

 CONCEPTULISATION

Meaning of Market:A market is any one of a variety of systems, institutions,

procedures, social relations and infrastructures whereby parties engage in exchange.

While parties may exchange goods and services by barter, most markets rely on sellers

offering their goods or services (including labor) in exchange for money from buyers. It

can be said that a market is the process in which the prices of goods and services are

established.

For a market to be competitive there must be more than a single buyer or seller. It has

been suggested that two people may trade, but it takes at least three persons to have a

market, so that there is competition on at least one of its two sides. However, competitive

markets rely on much larger numbers of both buyers and sellers. A market with single

seller and multiple buyers is a monopoly. A market with a single buyer and multiple

sellers is a monophony. These are the extremes of imperfect competition.

Meaning of Marketing: Marketing is the process used to determine what products or

services may be of interest to customers, and the strategy to use in sales, communications

and business development. It generates the strategy that underlies sales techniques,

business communication, and business developments. It is an integrated process through

which companies build strong customer relationships and create value for their customers

and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer.

With the customer as the focus of its activities, marketing management is one of the

major components of business management. Marketing evolved to meet the stasis in

developing new markets caused by mature markets and overcapacities in the last 2-3

centuries. The adoption of marketing strategies requires businesses to shift their focus

from production to the perceived needs and wants of their customers as the means of

staying profitable.

The term marketing concept holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions. It

proposes that in order to satisfy its organizational objectives, an organization should

anticipate the needs and wants of consumers and satisfy these more effectively than

competitors.

Meaning of marketing strategy: Marketing strategy is a process that can allow an

organization to concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage.

Developing a marketing strategy: Marketing strategies serve as the fundamental

underpinning of marketing plans designed to fill market needs and reach marketing

objectives. Plans and objectives are generally tested for measurable results. Commonly,

marketing strategies are developed as multi-year plans, with a tactical plan detailing

specific actions to be accomplished in the current year. Time horizons covered by the

marketing plan vary by company, by industry, and by nation, however, time horizons are

becoming shorter as the speed of change in the environment increases. Marketing

strategies are dynamic and interactive. They are partially planned and partially unplanned.

See strategy dynamics.

Marketing strategy involves careful scanning of the internal and external environments.

Internal environmental factors include the marketing mix, plus performance analysis and

strategic constraints. External environmental factors include customer analysis,

competitor analysis, target market analysis, as well as evaluation of any elements of the

technological, economic, cultural or political/legal environment likely to impact success.

A key component of marketing strategy is often to keep marketing in line with a

company's overarching mission statement. Besides SWOT analysis, portfolio analyses

such as the GE/McKinsey matrix or COPE analysis can be performed to determine the

strategic focus.

Once a thorough environmental scan is complete, a strategic plan can be constructed to

identify business alternatives, establish challenging goals, determine the optimal

marketing mix to attain these goals, and detail implementation. A final step in developing

a marketing strategy is to create a plan to monitor progress and a set of contingencies if

problems arise in the implementation of the plan.

Types of Marketing Strategy: There are various types of marketing strategies. These

are as follows:

1. Strategy based on market dominance:In this scheme, firms are

classified based on their market share or dominance of an industry. Typically there are

four types of market dominance strategies:

a) Leader

b) Challenger

c) Follower

d) Nicher

2.) Porter generic strategies: strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while strategic strength

refers to the firm’s sustainable competitive advantage. The generic strategy framework

(porter 1984) comprises two alternatives each with two alternative scopes. These are

Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.

a) Product differentiation (broad)

b) Cost leadership (broad)

c) Market segmentation (narrow)

3.) Innovation Strategies: This deals with the firm's rate of the new product

development and business model innovation. It asks whether the company is on the

cutting edge of technology and business innovation. There are three types:

a) Pioneers

b) Close followers

c) Late followers

4.) Growth Strategies: In this scheme we ask the question, “How should the firm

grow?”. There are a number of different ways of answering that question, but the most

common gives four answers:

a) Horizontal integration

b) Vertical integration

c) Diversification

d) Intensification

Customer Engagement: Customer engagement (CE) refers to the engagement of

customers with one another, with a company or a brand. The initiative for engagement

can be either consumer- or company-led or the medium of engagement can be on or

offline.

Unlike marketing terms such as positioning, customer engagement has not been traced to

a single source. Customer engagement has been discussed widely online; hundreds of

pages have been written, published, read and commented upon. Numerous high-profile

conferences, seminars and roundtables have either had CE as a primary theme or included

papers on the topic.

Customer engagement marketing places conversions into a longer term, more strategic

context and is premised on the understanding that a simple focus on maximising

conversions can, in some circumstances, decrease the likelihood of repeat conversions

(Customer engagement interview with Richard Sedley). CE aims at long-term

engagement, encouraging customer loyalty and advocacy through word-of-mouth.

Online customer engagement is qualitatively different from offline engagement as the

nature of the customer’s interactions with a brand, company and other customers differ

on the internet. Discussion forums or blogs, for example, are spaces where people can

communicate and socialise in ways that cannot be replicated by any offline interactive
medium. Customer Engagement marketing efforts that aim to create, stimulate or

influence customer behaviour differ from the offline, one-way, marketing

communications that marketers are familiar with. Although customer advocacy, for

example, has always been a goal for marketers, the rise of online user generated content

can take advocacy to another level.

The concept and practice of online customer engagement enables organizations to

respond to the fundamental changes in customer behavior that the internet has brought

about, as well as to the increasing ineffectiveness of the traditional 'interrupt and repeat',

broadcast model of advertising. Due to the fragmentation and specialization of media and

audiences, as well as the proliferation of community- and user generated content;

businesses are increasingly losing the power to dictate the communications agenda.

Simultaneously, lower switching costs, the geographical widening of the market and the

vast choice of content, services and products available online have weakened customer

loyalty. Enhancing customers' firm- and market- related expertise has been shown to

engage customers, strengthen their loyalty, and emotionally tie them more closely to a

firm.

So today, leveraging customer contributions is an important source of competitive

advantage – whether through advertising, user generated product reviews, customer

service FAQs, forums where consumers can socialize with one another or contribute to

product development.

Amazon recently re-branded into 'serving the world's largest engaged online community',

the World Federation of Advertisers (WFA) has created a 'Blueprint for Consumer-
Centric Holistic Measurement' and the Association of National Advertisers (ANA),

American Association of Advertising Agencies (AAAA) and the Advertising Research

Foundation (ARF), have put together the 'Engagement Steering Committee' to work on

the customer engagement metric. Nielsen Media Research, IAG Research and Simmons

Research are also all in the process of developing a CE definition and metric.

Online customer engagement refers to:

1. A social phenomenon enabled by the wide adoption of the internet in the late

1990s and taking off with the technical developments in connection speed

(broadband) in the decade that followed. Online CE is qualitatively different from

the engagement of consumer’s offline.

2. The behavior of customers that engage in online communities revolving, directly

or indirectly, around product categories (cycling, sailing) and other consumption

topics. It details the process that leads to a customer’s positive engagement with

the company or offering, as well as the behaviors associated with different

degrees of customer engagement.

3. Marketing practices that aim to create stimulate or influence CE behavior.

Although CE-marketing efforts must be consistent both online and offline, the

internet is the basis of CE-marketing.(Eisenberg & Eisenberg 2006:72,81)

4. Metrics that measure the effectiveness of the marketing practices which seek to

create stimulate or influence CE behavior.

Customer engagement can also refer to the stages consumers travel through as they

interact with a particular brand. This customer engagement cycle, or customer journey,

has been described using a myriad of terms but most often consists of five different

stages: awareness, consideration, inquiry, purchase and retention. Marketers employ

connection strategy to speak to would-be customers at each stage, with media that

addresses their particular needs and interests. When conducting search engine marketing

and search engine optimization, or placing advertisements, marketers must devise media

and/or keywords and phrases that encourage customer flow through the customer

engagement cycle, towards purchase.

Need of Customer Engagement: CE-marketing is necessitated by a combination of

social, technological and market developments:

1.
Businesses are losing the power to dictate the communications agenda: The

effectiveness of the traditional 'interrupt and repeat' model of advertising is

decreasing.

2. In August 2006, McKinsey & Co published a report which said that by 2010

traditional TV advertising will only be one-third as effective as it was in 1990.

This is due to:

• Customer audiences are smaller and specialist: The fragmentation of media and

audiences and the accompanying reduction of audience size have reduced the

effectiveness of the traditional top-down, mass, 'interrupt and repeat' advertising model.

The adoption of new media. Forrester Research's North American Consumer Technology

Adoption Study shows people in the 18-26 age groups spending more time online than
watching TV. In response to the fragmentation and increased amount of time spent online,

marketers have also increased spending in online communication. ContextWeb analysts

found marketers who promote on sites like Facebook and New York Times are not as

successful at reaching consumers while marketers who promote more on niche websites

have a better chance of reaching their audiences.

• Customer audiences are also broadcasters: A company's position is no longer just inside

consumers' minds. As they increasingly speak their minds with the power for circulation

and permanence of CGM, businesses lose the power of shouting over everyone else.

Instead of trying to position a product using a couple of static messages that will

themselves become the subject of conversation amongst a target market that has already

discussed, positioned and rated the product, companies must join in. This also means that

consumers can now choose not only when and how but, also, if they will engage with

marketing communications; they can rely on CGM. In addition new media themselves

provide consumers with more control over their advertising consumption.

2. Decreasing brand loyalty: The lowering of entry barriers (such as the need for a sales

force, access to channels and physical assets) and the geographical widening of the

market due to the internet have brought about increasing competition. In combination

with lower switching costs, easier access to information about products and suppliers and

increased choice customer loyalty is hard to achieve.

The increasing ineffectiveness of TV advertising due to the shift of consumer attention to

the internet, the ability, within new media, to control advertising consumption and the
decrease in audience size is bringing about a progressive shift of advertising spending

online.

The proliferation of media that provide consumers with more control over their

advertising consumption (subscription-based digital radio and TV for example) and the

simultaneous decrease of faith in advertising and increase of faith in peers point to the

need for communications that the customer will desire to engage with. Stimulating a

consumer’s engagement with a brand is the only way to increase brand loyalty and,

therefore, "the best measure of current and future performance".

CE is the solution that marketers have devised in order to come to terms with the social,

technological and market developments outlined above. In a nutshell, it is the attempt to

create an engaging dialogue with target consumers and stimulate their engagement with

the brand. Although this must take place consistently both on and off-line, the internet is

the primary vehicle for doing so.

CE marketing begins with understanding the internal dynamics of these developments

and, especially, the behavior and engagement of consumers online. That way, business

opportunities can be identified. As Max Kalehoff suggests, consumer-generated media

should play a massive role in our understanding and modeling of engagement. The

control Web 2.0 consumers have gained must, and will be, quantified through 'old school'

marketing performance metrics.

Market Segmentation: Market segmentation is a concept in economics and marketing.

A market segment is a sub-set of a market made up of people or organizations with one

or more characteristics that cause them to demand similar product and/or services based

on qualities of those products such as price or function. A true market segment meets all

of the following criteria: it is distinct from other segments (different segments have

different needs), it is homogeneous within the segment (exhibits common needs); it

responds similarly to a market stimulus, and it can be reached by a market intervention.

The term is also used when consumers with identical product and/or service needs are

divided up into groups so they can be charged different amounts for the services. The

people in a given segment are supposed to be similar in terms of criteria by which they

are segmented and different from other segments in terms of these criteria. These can be

broadly viewed as 'positive' and 'negative' applications of the same idea, splitting up the

market into smaller groups.

Examples:

 Gender

 Price

 Interests

 Location

 Religion

 Income

 Size of Household
While there may be theoretically 'ideal' market segments, in reality every

organization engaged in a market will develop different ways of imagining market

segments, and create Product differentiation strategies to exploit these segments.

The market segmentation and corresponding product differentiation strategy can

give a firm a temporary commercial advantage.

Pricing Strategy: There are various pricing strategy adopted for the product and services.

These are as follows:

1. Competition based pricing strategy: Setting the price based upon prices of the
similar competitor products.

Competitive pricing is based on three types of competitive product:

(i) Products have lasting distinctiveness from competitor's product. Here we can assume

 The product has low price elasticity.

 The product has low cross elasticity.
 The demand of the product will rise.

(ii) Products have perishable distinctiveness from competitor's product, assuming the
product features are medium distinctiveness.

(iii) Products have little distinctiveness from competitor's product. Assuming that:

 The product has high price elasticity.

 The product has some cross elasticity.

 No expectation that demand of the product will rise.

2. Cost plus pricing: Cost-plus pricing is the simplest pricing method. The firm

calculates the cost of producing the product and adds on a percentage (profit) to that price

to give the selling price. This method although simple has two flaws; it takes no account

of demand and there is no way of determining if potential customers will purchase the

product at the calculated price.

This appears in 2 forms, Full cost pricing which takes into consideration both variable

and fixed costs and adds a % markup. The other is direct cost pricing which is variable

cost plus a % markup, the latter is only used in periods of high competition as this

method usually leads to a loss in the long run.

3. Creaming or Skimming Pricing: Selling a product at a high price, sacrificing high

sales to gain a high profit, therefore ‘skimming’ the market. Usually employed to

reimburse the cost of investment of the original research into the product: commonly

used in electronic markets when a new range, such as DVD players, are firstly dispatched

into the market at a high price. This strategy is often used to target "early adopters" of a

product or service. These early adopters are relatively less price-sensitive because either

their need for the product is more than others or they understand the value of the product

better than others. In market skimming goods are sold at higher prices so that fewer sales

are needed to break even.

This strategy is employed only for a limited duration to recover most of investment made

to build the product. To gain further market share, a seller must use other pricing tactics

such as economy or penetration. This method can come with some setbacks as it could

leave the product at a high price to competitors.

4. Limit Pricing: A limit price is the price set by a monopolist to discourage economic

entry into a market, and is illegal in many countries. The limit price is the price that the

entrant would face upon entering as long as the incumbent firm did not decrease output.

The limit price is often lower than the average cost of production or just low enough to

make entering not profitable. The quantity produced by the incumbent firm to act as a

deterrent to entry is usually larger than would be optimal for a monopolist, but might still

produce higher economic profits than would be earned under perfect competition.

The problem with limit pricing as strategic behavior is that once the entrant has entered

the market, the quantity used as a threat to deter entry is no longer the incumbent firm's

best response. This means that for limit pricing to be an effective deterrent to entry, the

threat must in some way be made credible. A way to achieve this is for the incumbent

firm to constrain itself to produce a certain quantity whether entry occurs or not. An

example of this would be if the firm signed a union contract to employ a certain (high)

level of labor for a long period of time.

5. Loss Leader Pricing: A loss leader or leader is a product sold at a low price (at cost

or below cost) to stimulate other profitable sales. It is a kind of sales promotion, in other

words marketing concentrating on a pricing strategy. A loss leader is often a popular

article. Sometimes leader is now used as a related term and means any popular article, in

other words one sold at a normal price.

6. Market Oriented Pricing: In this strategy price is set based upon analysis and

research compiled from the targeted market.

7. Penetration Pricing: Penetration pricing is the pricing technique of setting a

relatively low initial entry price, often lower than the eventual market price, to attract

new customers. The strategy works on the expectation that customers will switch to the

new brand because of the lower price. Penetration pricing is most commonly associated

with a marketing objective of increasing market share or sales volume, rather than to

make profit in the short term.

The advantages of penetration pricing to the firm are:

 It can result in fast diffusion and adoption. This can achieve high market

penetration rates quickly. This can take the competition by surprise, not giving

them time to react.

 It can create goodwill among the early adopters segment. This can create more

trade through word of mouth.

 It creates cost control and cost reduction pressures from the start, leading to

greater efficiency.

 It discourages the entry of competitors. Low prices act as a barrier to entry (see:

porter 5 forces analysis).

 It can create high stock turnover throughout the distribution channel. This can

create critically important enthusiasm and support in the channel.

 It can be based on marginal cost pricing, which is economically efficient.

The main disadvantage with penetration pricing is that it establishes long term price

expectations for the product, and image preconceptions for the brand and company. This

makes it difficult to eventually raise prices. Some commentators claim that penetration
pricing attracts only the switchers (bargain hunters), and that they will switch away as

soon as the price rises. There is much controversy over whether it is better to raise prices

gradually over a period of years (so that consumers don’t notice), or employ a single

large price increase. A common solution to this problem is to set the initial price at the

long term market price, but include an initial discount coupon (see sales promotion). In

this way, the perceived price points remain high even though the actual selling price is

low.

Another potential disadvantage is that the low profit margins may not be sustainable long

enough for the strategy to be effective.

Price Penetration is most appropriate where:

 Product demand is highly price elastic.

 Substantial economies of scale are available.

 The product is suitable for a mass market (i.e. enough demand).

 The product will face stiff competition soon after introduction.

 There is not enough demand amongst consumers to make price skimming work.

 In industries where standardization is important. The product that achieves high

market penetration often becomes the industry standard (e.g. Microsoft Windows)

and other products, whatever their merits, become marginalized. Standards carry

heavy momentum.

A variant of the price penetration strategy is the bait and hook model (also called the

razor and blades business model), where a starter product is sold at a very low price but
requires more expensive replacements (such as refills) which are sold at a higher price.

This is an almost universal tactic in the desktop printer business, with printers selling in

the US for as little as $100 including two ink cartridges (often half-full), which

themselves cost around $30 each to replace. Thus the company makes more money from

the cartridges than it does for the printer itself.

Taken to the extreme, penetration pricing becomes predatory pricing, when a firm

initially sells a product or service at unsustainably low prices to eliminate competition

and establish a monopoly. In most countries, predatory pricing is illegal, although it can

be difficult to differentiate illegal predatory pricing from legal penetration pricing.

8. Price Discrimination: Where a monopoly exists, the price of a product is likely to be

higher than in a competitive market and the quantity sold less, generating monopoly

profits for the seller. These profits can be increased further if the market can be

segmented with different prices charged to different segments charging higher prices to

those segments willing and able to pay more and charging less to those whose demand is

price elastic. The price discriminator might need to create rate fences that will prevent

members of a higher price segment from purchasing at the prices available to members of

a lower price segment. This behavior is rational on the part of the monopolist, but is often

seen by competition authorities as an abuse of a monopoly position, whether or not the

monopoly itself is sanctioned. Examples of this exist in the transport industry (a plane or

train journey to a particular destination at a particular time is a practical monopoly) where

business class customers who can afford to pay may be charged prices many times higher

than economy class customers for essentially the same service.

9. Premium Pricing: Premium pricing is the practice of keeping the price of a product

or service artificially high in order to encourage favorable perceptions among buyers,

based solely on the price. The practice is intended to exploit the (not necessarily

justifiable) tendency for buyers to assume that expensive items enjoy an exceptional

reputation or represent exceptional quality and distinction.

10. Predatory Pricing: In business and economics, predatory pricing is the practice of

selling a product or service at a very low price, intending to drive competitors out of the

market, or create barriers to entry for potential new competitors. If competitors or

potential competitors cannot sustain equal or lower prices without losing money, they go

out of business or choose not to enter the business. The predatory merchant then has

fewer competitors or is even a de factomonopoly, and hypothetically could then raise

prices above what the market would otherwise bear.

Critics of the concept argue that it is a conspiracy theory, that there are "virtually no...

Economists" who believe the theory behind the concept (although a few believe it is

theoretically possible based on models, there are virtually none who believe it is an

empirical phenomenon), and that there are no known examples of a company raising

prices after vanquishing all possible competition.

In many countries predatory pricing is considered anti-competitive and is illegal under

competition laws. It is usually difficult to prove that prices dropped because of deliberate

predatory pricing rather than legitimate price competition. In any case, competitors may

be driven out of the market before the case is ever heard.

 FOCUS OF STUDY

 Whenever a study is conducted there has to be sound basis and logic for the

research. The survey I have undertaken is on Marketing Strategy adopted

for the sale of Hyundai India cars by Rajiv Automobiles Ltd. in

Muzaffarpur region. The study has been conducted on relevant area in

Hyundai India cars which has been explored on a very limited range so far

present literature is concerned.

 Consumer behavior is the cornerstone of marketing strategy. Firms must

understand buyer behavior to achieve the objective of customer satisfaction.

Buyer’s mind is called the back box. Inputs are processed in his mind and

buyer’s response becomes the output of the psychological processes. The

output in the form of buying a product is the objective of marketer.

 By gaining understanding the strategy adopted by Hyundai India in the off

seasons.

 Understanding of media adopted by the Hyundai India for the advertising.

 Understanding of problems faced by the dealers in maintaining the good

relationship with the customers.

 OBJECTIVES OF THE STUDY

There are various objectives of this study. These are as follows:

 To study the marketing strategy adopted by the Rajiv Automobiles Ltd. to

increase their sales.

 To study the basis on which the market segmentation is done by the

Hyundai India.

 To study the marketing strategy is adopted in the off season.

 To study the special offer is given to the customers on some special

occasions.

 To know the season in which the sale of the Hyundai India cars is increase.

 To find out policy adopted by the dealers in maintaining the good relation

with the customers.

 To find out the media adopted for the advertising.

 To find out that whether the company take feedback from the customers or

not.

 To find out the bank used by the Hyundai India help the customers in

financing their car.

 To find out the strategy adopted by the Hyundai India for the sales

promotion.

 To find out the strategy adopt by the dealers when the customer move to

another brand at the time of the sale.

 INDUSTRYPROFILE

Vision
Thestorybeganwithasimplevision–thevisionofamobileandanempowere
dIndia,poweredbyitsbikes.HeroMotoCorpLtd.,company’ snewidentity,
reflectsitscommitmenttowardsprovidingworldclassmobilitysolutionsw
ithrenewedfocusonexpandingcompany’ sfootprintintheglobalarena

Mission
HeroMotoCorp’ smissionistobecomeaglobalenterprisefulfillingitscusto
mers’ needsandaspirationsformobility,settingbenchmarksintechnolog
y,stylingandqualitysothatitconvertsitscustomersintoitsbrandadvocat
es.TheCompanywillprovideanengagingenvironmentforitspeopletoperfo
rmtotheirtruepotential.Itwillcontinueitsfocusonvaluecreationandend
uringrelationshipswithitspartners.

Strategy
HeroMotoCorp’ skeystrategiesaretobuildarobustproductportfolioacros
scategories,exploregrowthopportunitiesglobally,continuouslyimprovei
tsoperationalefficiency,aggressivelyexpanditsreachtocustomers,conti
nuetoinvestinbrandbuildingactivitiesandensurecustomerandsharehol
derdelight

.Manufacturing
HeroHondabikesaremanufacturedacrossthreegloballybenchmarkedm
anufacturingfacilities.TwoofthesearebasedatGurgaonandDharuheraw
hicharelocatedinthestateofHaryanainnorthernIndia.Thethirdandthela
testmanufacturingplantisbasedatHaridwar,inthehillstateofUttarakha
nd.
Technology
Inthe1980’ stheCompanypioneeredtheintroductionoffuel-
efficient,environmentfriendlyfour-
strokemotorcyclesinthecountry.ItbecamethefirstCompanytolaunchth
eFuelInjection(FI)technologyinIndianmotorcycles,withthelaunchofthe
GlamourFIinJune2006.
Itsplantsuseworldclassequipmentandprocessesandhavebecomeabenc
hmarkinleannessandproductivity.
HeroMotoCorp,initsendeavortoremaintechnologypioneer,willcontinue
toinnovateanddevelopcuttingedgeproductsandprocesses.

Products
HeroHonda'sproductrangeincludesvarietyofmotorcyclesthathavesetth
eindustrystandardsacrossallthemarketsegments.TheCompanyalsosta
rtedmanufacturingscooterin2005.HeroHondaofferslargeno.ofproducts
andcaterstowidevarietyofrequirementsacrossallthesegments.

Distribution
TheCompany’ sgrowthinthetwowheelermarketinIndiaistheresultofani
ntrinsicabilitytoincreasereachinnewgeographiesandgrowthmarkets.H
eroMotoCorp’ sextensivesalesandservicenetworknowspansoverto5000
customertouchpoints.Thesecompriseamixofauthorizeddealerships,Se
rvice&SparePartsoutlets,anddealer-
appointedoutletsacrossthecountry.

Brand
ThenewHeroisrisingandispoisedtoshineontheglobalarena.Company’ s
newidentity“ HeroMotoCorpLtd.” istrulyreflectiveofitsvisiontostrengthe
nfocusonmobilityandtechnologyandcreatingglobalfootprint.Buildinga
ndpromotingnewbrandidentitywillbecentraltoallitsinitiatives,utilizing
everyopportunityandleveragingitsstrongpresenceacrosssports,enterta
inmentandground-levelactivation.

2010-11Performance

Totalunitsalesof54,02,444two-

wheelers,growthof17.44percentTotalnetoperatingincomeofRs.19,401.15Crores,growthof2

2.32percentNetprofitaftertaxatRs.1,927.90CroresTotaldividendof5250%orRs.105pershare

includingInterinDividendofRs.70pershareonfacevalueofeachshareofRs.eachEBIDTAmarg

infortheyear13.49percentEPSofRs.96.54

HISTORY OF THE COMPANY

HeroMotoCorpLimited,formerly HeroHonda,isanIndianmultinationalmotorcycle
and((scootermanufacturerbasedin NewDelhi,India.Thecompanyisthelargesttwo-
wheelermanufacturerintheworld,[3]
andalsoinIndia,whereithasamarketshareofabout37.1%inthetwo-
wheelerindustry.[3][4] Asof27May2021,the marketcapitalization ofthecompanywas
₹ 59,600crore (US$8.4 billion).

HeroMotoCorpLimited
Type Public

Tradedas BSE: 500182

NSE: HEROMOTOCO

NSENIFTY50Constituent
ISIN INE158A01026

Industry Automotive

Founded 19 January1984;37yearsago

Founder (BrijmohanLallMunjal

Headquarters NewDelhi, India

Keypeople PawanMunjal (Chairman,
MD&CEO) [1]
Products Motorcycles

((Scooters
Productionoutput 7,587,130units(2018)
Revenue ₹ 29,614crore (US$4.2
billion)(2020) [2]
Operatingincome ₹ 3,958crore (US$550
million)(2020) [2]
Netincome ₹ 3,633crore (US$510
million)(2020) [2]
Totalassets ₹ 18,749crore (US$2.6
billion)(2020) [2]
((Totalequity ₹ 14,096crore (US$2.0
billion)(2020) [2]
Numberofemployees 8,599(2020) [2]

Parent HeroMotorsCompany

Website HeroMotocorp
History

HeroHondastarteditsoperationsin1984asajointventurebetween HeroCycles
(sometimescalledHeroGroup,nottobeconfusedwiththe HeroGroup
foodcompanyofSwitzerland)ofIndiaand Honda ofJapan.[6][7]
InJune2012,HeroMotoCorpapprovedaproposaltomergetheinvestmentarmofitsparen
tHeroInvestmentPvt.Ltd.withtheautomaker.Thisdecisioncame18monthsafteritssplitf
romHeroHonda.[8]

"Hero"isthebrandnameusedbytheMunjalbrothersfortheirflagshipcompany,HeroCy
clesLtd.AjointventurebetweentheHeroGroupandHondaMotorCompanywasestablish
edin1984astheHeroHondaMotorsLimitedat
Dharuhera,India.MunjalfamilyandHondagroupbothowned26%stakeintheCompany.

Duringthe1980s,thecompanyintroducedmotorcyclesthatwerepopularinIndiafortheirf
ueleconomyandlowcost.Apopularadvertisingcampaignbasedontheslogan'Fillit–Shuti
t–Forgetit'thatemphasisedthemotorcycle'sfuelefficiencyhelpedthecompanygrowatad
ouble-digitpacesinceinception.In2001,thecompanybecamethesecondlargesttwo-
wheelermanufacturingcompanyinIndiaandglobally.[3]
Itmaintainsglobalindustryleadershiptodate.[3]
ThetechnologyinthebikesofHeroMotocorp(earlierHeroHonda)foralmost26years(198
4–2010)hascomefromtheJapanesecounterpartHonda.

TerminationofHondajointventureandtherenaming
HeroHondaPassion

HeroKarizmaR

ByDecember2010,theboardofdirectorsoftheHeroHondaGrouphaddecidedtoterminat
ethejointventurebetweenHeroGroupofIndiaandHondaofJapaninaphasedmanner.Th
eHeroGroupwouldbuyoutthe26%stakeoftheHondainJVHeroHonda.[10]
UnderthejointventureHeroGroupcouldnotexporttointernationalmarkets(except
Nepal,Bangladeshand
SriLanka)andtheterminationwouldmeanthatHeroGroupcouldnowexport.Fromthebe
ginning,theHeroGroupreliedontheirJapanesepartnerHondaforthetechnologyintheir
bikes.

TheJapaneseautomakerexitedthejointventurethroughaseriesofoff-
markettransactionsbygivingtheMunjalfamily—whichhelda26%stakeinthecompany—a
nadditional26%.Honda,wantingtofocusonlyonitsindependentfullyownedtwo-
wheelersubsidiary—HondaMotorcycleandScooterIndia(HMSI)—
,exitedHeroHondaatadiscountandgetover ₹ 6,400crore (equivalentto ₹ 120
billionorUS$1.6
billionin2019)foritsstake.Thediscountwasbetween30%and50%tothecurrentvalueofH
onda'sstakeasperthepriceofthestockafterthemarketclosedon16December2010.

Therisingdifferencesbetweenthetwopartnersgraduallyemergedasanirritant.Differenc
eshadbeenbrewingforafewyearsbeforethesplitoveravarietyofissues,rangingfromHon
da'sreluctancetofullyandfreelysharetechnologywithHero(despitea10-
yeartechnologytie-
upthatexpiredin2014)aswellasIndianpartner'suneasinessoverhighroyaltypayoutstoth
eJapanesecompany.AnothermajorirritantforHondawastherefusalofHeroHonda(mai
nlymanagedbytheMunjalfamily)tomergethecompany'ssparepartsbusinesswithHond
a'snewfullyownedsubsidiary,HMSI.

Asperthearrangement,itwasatwo-
legdeal.Inthefirstpart,theMunjalfamily,ledbyBrijmohanLalMunjalgroup,formedano
verseas-
incorporatedspecialpurposevehicle(SPV)tobuyoutHonda'sentirestake,whichwasback
edbybridgeloans.ThisSPVwaseventuallythrownopenforprivateequityparticipation,a
ndthoseinthefrayincluded WarburgPincus, KohlbergKravisRoberts (KKR), TPG,
BainCapital,and CarlyleGroup.

Formationofthenewcompany

ThenameofthecompanywaschangedfromHeroHondaMotorsLimitedtoHeroMotoCorpLimi
tedon29July2011.[3]
ThenewbrandidentityandlogoofHeroMotoCorpweredevelopedbytheBritishfirm
WolffOlins.[14] Thelogowasrevealedon9August2011inLondon,tocoincidewiththethird
testmatch betweenEnglandandIndia.[14]

HeroMotoCorpcannowexportto LatinAmerica, Africa and WestAsia.[14]

HeroisfreetouseanyvendorforitscomponentsinsteadofjustHonda-approvedvendors.[14]

On21April2014,HeroMotoCorpannounceditsplanona ₹ 254crore (equivalentto ₹ 327

croreorUS$46 millionin2019)jointventurewithBangladesh'sNitol-
NiloyGroupinthenextfiveyearstosetupamanufacturingplantinBangladesh.Theplantstartedp
roductionin2017underthename"HMCLNiloyBangladeshLimited".HeroMotoCorpownsthe
55%ofthemanufacturingcompanyandrest45%isownedbyNiloyMotors(Asubsidiaryof
Nitol-NiloyGroup).[15]
Heroalsoupdatedits100ccenginerangein2014for110ccbikesexceptHeroDawn.

Equityinvestments

InJuly2013,HMCacquired49.2%[16] shareholdingin ErikBuellRacing,a motorcyclesport

companywhichproducedstreetandracingmotorcyclesbasedin
EastTroy,Wisconsin,UnitedStates.EBRfiledforbankruptcyin2015[17]
andHeroMotoCorpproceedtoacquirecertainassetsfor ₹ 18.2crore (equivalentto ₹ 25
croreorUS$3.5 millionin2019).

HMCinvested
₹ 205crore(US$30.5million)asSeriesBroundoffundinginOctober2016andgaineda32.31%s
takein AtherEnergy,astartupcompanymanufacturingelectricscooters.Itinvestedafurther
₹ 130crore(US$19million)in2018.[19]
HMCshareinAtherEnergyhasgrownupto34.58%since2016.

Operations

HeroMotoCorphasfivemanufacturingfacilitiesbasedatDharuhera, Gurugram, Neemrana,

Haridwar,and Halol
undertheGreenFieldstage.Theseplantstogetherhaveaproductioncapacityofover76 lakh
(7.6million)2-wheelersperyear. HeroMotoCorphasasales
andservicenetworkwithover6,000dealershipsandservicepointsacrossIndia.Ithasacustomerl
oyaltyprogramsince2000,calledtheHeroHondaPassportProgramwhichisnowknownasHero
GoodLifeProgram.
Asof31March2020thecompanyhasannualcapacityof9.1millionunitsinits8-
worldclassmanufacturingfacilities.Apartfromthesemanufacturingfacilitiesthecompanyalso
has2stateoftheartR&Dfacilities,inGermany&Jaipurrespectively.

ItisreportedthatHeroMotoCorphasfivejointventuresorassociatecompanies,MunjalShowa,A
GIndustries,SunbeamAuto, RockmanIndustries
andSatyamAutoComponents,thatsupplyamajorityofitscomponents.
AsofMarch2013,thecompanyhassoldover7crore(70million)2-
wheelerssinceitsinceptionin1984.[3] Itsold60.7lakh(6.07million)2-
wheelersin2012,outofwhich55lakh(5.5million)weremotorcycles.HeroMotoCorpsellsmore
two-wheelersthanthesecond,thirdandfourth-placedtwo-wheelercompaniesputtogether.[3]
Itsmostpopularbike,the HeroSplendor sellsmorethan10lakhunitsperyear.

Thecompanyhasastatedaimofachievingrevenuesof ₹ 64,000crore (equivalentto ₹ 740

billionorUS$10 billionin2019)andvolumesof10lakhtwo-
wheelersby2016–17.Thisinconjunctionwithnewcountrieswheretheycannowmarkettheirtw
o-
wheelersfollowingthedisengagementfromHonda.HeroMotoCorphopestoachieve10%ofitsr
evenuesfrominternationalmarkets,andtheyexpectedtolaunchsalesin Nigeria byend-
2011orearly-
2012.HeroMotoCorplaunchedXPulse200adventuremotorcycleinIndiaon1May2019,along
withtheXPulse200Ttouringmotorcycle.

In2019,HeroMotoCorpsoldmorethan78lakh(7.8million)units,whichisthehighestbyanytwo-
wheelercompanyintheworld.Itregistereditsbest-
evermonthlyperformancebyselling7,69,000unitsinthemonthofSeptember2018.IntheApril-
June2018quarter(non-festivetime),thecompanyregistereditsbest-
everquarterlyperformancebysellingmorethan21lakh(2.1million)units.

InFebruary2021,HeroMotoCorpsold484,405unitswith0.9percentgrowth.

HeroMotoCorphaslaunchedanonlinevirtualshowroom.Thevirtualshowroomwouldenablec
ustomerstodiscover,engageandpurchasethecompany’ smotorcyclesandscootersdigitally.
 PRODUCT PROFILE

The products being manufacture presently by MUL can be categorized broadly

under the following head.

(i) Hyundai Santro features: -796cc, cylinders, 4 strokes, petrol

MPFI engine, 37 Bhp and maximum Torque 59 Nm at 2,500 rpm, Front

wheel drive.

 Front Wheel Drive: -Hyundai India cars took full advantage of development

of drive shafts with constant velocity joint and the associated developments in

font wheel drive technology. In conventional rear wheel drive vehicles power is

transmitted tough propeller saft, final reduction gear differential and exes to the

wheels.

 Specifications:-Overall length 3335mm, Overall width 1440mm, overall height

1405mm, ground clearance 170mm minimum turning radius 4.4m, steering – Rack &

Pinion Breaks – Front (Disc) Rear (Drum) TYRES – Radial

(ii) I20 Feature: - Omni is fitted with a 796cc engine similar to that of the car. It is

known as Multiutility vehicle .We is presently producing two models i20 petrol and

i20 LPG.

 Specification:-Length 3370mm, width 1410mm, height 1640mm, ground

clearance 165mm, minimum turning radius 4.1m, Engine – Type (4 stroke cycle,
 water cooled ) Breaks – Front (Disc Boster assisted ) Rear (Durm) , TYERS – Radial,

Maximum power 35Bhp @5,000rpm Maximum Torque – 6.1kgm @ 3,000rpm.

(iii) I10 features: - It is largest selling car in the world now. Overall

Length 3495 mm, overall width 1475mm, overall height 1460mm,

minimum turning radius 4.6m, ground clearance 160mm,At present

MSIL producing three models of I10: I10 standard, I10 LX and I10LXi.

(iv) I10K-10feature : - Package of best in class fuel efficiency, power

and performance with 998cc K-series engine.

(v) I20 R Feature: -It is the tallest car in A2 segments. It is fitted with 1061cc,

4 cylinders, and 4valves MPFI engine.

 Specification:-Length 3520 mm, width 1490mm, (VXi), height 1690mm(VX,

LXi), ground clearance 165mm, steering – electronic Power Steering (LXi, VXi).

At present Company is producing five models of WagonR- LX, LXi, VXi, with

ABS (optional).

(vi) Creta : - There is always some experiences in life that make you come

alive. In a Creta, that feeling is something you will experience every

time you sit behind the wheel. High performace KB Series engine with

1197cc and 32bit micro processor.

 Specification:-Length 3850mm, width 1695 (LXi, VXi, ZXi), height 1530mm,

ground clearance 170mm, max.power87Bhp@6000rmp; Max. Torque

 114Nm@4000rpm. Electronics Power Steering is also in all model. At present

company is producing three model of Creta– LXi,Vxiand ZXi.

MARKET STATUS OF THE ORGANIZATION

As far as Hyundai India’s market status is concern its no.1 automobile company in India.

From first of its launching Hyundai India secured a very safe place in upper class of

Indian society. Gradually due to lower cost of purchasing and lower cost of maintenance,

Hyundai India expended its reach up to middle and lower class of Indian society, found in

Oct, 1982 with the signing of a joint venture between Govt. of India and Hyundai India

Motor Corporation.

Launched India’s first people’s car and preferred by more than 25 lakh customers across

the country.

It secured its No. 1 place due to well-established four production plants.

We can judge its amazing sell with its production speed- on average a car rolls out every

19 seconds which is highest in Indian Automobile Industry.

More than one in every two cars sold in India Today is Hyundai India.

March 1994 first Indian company to produce over one millions vehicles.

SETTING STANDARDS
The first automobile company in the world to get A.V. Belgium ISO 9001:2000

certifications for equality standards and procedures.

Nov. 1999 the first passenger car company in India to get certified for Environmental

system (EMS) as per 14001:1996.

Manufactured of the year – 2004 –CNBC

Among the countries, five most respected companies and the country’s most respected

Automobile company- Business World.

The only car company in the world is to be a market share leader and the leader in the

customer satisfaction in service. In the JD, power CSI survey.

No.1 in providing the quality of services to their customers (J.D. Power SSI 2004 and

2005).

Hyundai India wins on customer satisfaction (CSI) 12 times in a row: 2000, 2001, 2002,

2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010, and 2011.

Hyundai India is the segment leader in A1, A2, and A3 segment, which comprises 96.4%

of the Indian Car Market.

A3 Segment registered highest growth in 2009-2012.

Hyundai India largest seller in A3 segment.

A2 Segment registered tremendous growth in 2009-2012.

Hyundai India is the largest producer of compact cars in the world.

I10 is the largest selling brand in the world now.

Hyundai India has 55% of market Share and makes more cars than all competition put

together.

COMPETITORS OF THE HYUNDAI INDIA

There are a number of automobiles companies in India which are engaged in car

manufacturing and selling but among them only two or three major automobile

companies are giving real competition to Hyundai India these are as follows:-

(1) Hyundai Motors: - Hyundai Motor is the leading competitor of Hyundai IndiaIndia

Limited (MSIL). After Hyundai India’s I10, Santro of Hyundai Motor Company are you

2ns largest selling car in term of number. But due to higher engine displacement it will be

better to compare the Santro of Hyundai with WagonR of MSIL.

(2)Tata Motors: - After Hyundai Motors, Tata Motors is the 2nd car producer which is

giving competition to MSIL. However, it has less number of Models and variants which

is not enough to prove the real competition to the Hyundai India. Tata Motors has also

the less number of sales outlets and services outlets in respect of Hyundai India. Some

how Tata is securing its market due to its diesel variants. Tata makes only four models in

car segment i.e. - Nano, Indica, Indigo, and Indigo Manza.

Some other competitors of MSIL are:

 General Motors

 Ford India

 Mahindra & Mahindra

 FIAT

 Honda
  TOYOTA

All of these have very few models and have negligible number of sale in respect of

Hyundai India. However, competitions are increasing day by day.

Hyundai India has very good number of sales and service network, which is beating the

other top automotive players of world like- General Motors.

Hyundai India Reach:-

* Sales Outlets: 950

* Service Centers: 2946

* Cities Covered Sales: 666

As far North Bihar is concern, all competitors have not a good service or sales outlets in

Muzaffarpur area. Therefore, Rajiv Automobile Pvt. Ltd. and some other sales outlet are

setting the new automotive era for North Bihar and for competitors.

ORGANIZATIONAL STRUCTURE

MSIL is a large sized organization. Therefore, it has the line and staff type of sales

organization. There are various departments, as Sales, marketing, advertisement,

distribution, R&D, service etc. At the upper level of marketing dept. subordinates like

senior manager and regional managers (sales & marketing) who are in direct touch with

the dealer in various district or regions. They visit their respective areas time to time in

order to maintain better control and commotion.

 RESEARCH METHODOLOGY

Research methodology deals with the method of study i.e. how the study will be carried

out and what techniques will be used. It is the careful investigation and enquiry in a

systematic manner in order to find solution to find problems in research. It consists of

defining and redefining the problems, formulating the hypothesis or suggestions

solutions ,collecting data and evaluating the data and at last carefully testing the

conclusions to determine whether they fit he formulated hypothesis or not.

RESEARCH DESIGN: Research design states the conceptual structure within which

research is to be conducted. A research design is an arrangement of conditions for

collections and analysis of data in a manner that aims to combine relevant the research

purpose with economy in procedure. The different research designs available are:

Exploratory research: It generally emphasis on discovery of ideas and insights. It’smore

qualitative rather than quantitative.

Descriptive research: It is concerned with determining the frequency with which

something occurs or extent relationship between two variables. This type of study is

based on discovery of ideas and insights in the area concerned.

The research design of this report is descriptive. Because this research includes well

defined problem and Data, collected through questionnaire describing the Marketing

Strategy adopted byHyundai India cars.

SAMPLING PLAN
Steps In Sampling Design: - While developing a research design following items are

taken into consideration:-

Type of universe: - First and the foremost step are to clearly define the universe to be

studied. As I have taken the area of Muzaffarpur (Bihar), so for me here the universe is

Muzaffarpur. No doubt it is a finite universe but the area is very big and can’t be covered

easily due to shortage of time.

Sampling unit: - A decision has to be taken concerning a sampling unit before selecting

sample. Here my sample unit includes 10 sales executives in the Rajiv Automobile Ltd.

in Muzaffarpur region.

Size of sample: - This refers to the number of items to be selected from the universe to

constitute a sample. Here I have taken the sample of 10 sales executives of the Rajiv

Automobile Ltd. who sales the Hyundai India cars.

Parameters of interest: - In determining the sample design, one must consider the

question of the specific population parameters which are of interest. Here I had taken

only 10 sales executives of Rajiv Automobile Ltd.

Sampling procedure: - Finally the technique of selecting the sample is to be dealt with.

That means through which method the sample has been collected. There are various types

of selecting the sample. This includes probability sampling, random sampling, stratified

sampling, cluster sampling, convenience sampling. Here I have used the cluster sampling

method for data collection.

Collection of data:-The nature of the report work has been exploratory as no hypothesis,

is taken to be tested. Though the conclusions drawn could be taken as the hypothesis and
further tested by the research work undertaken in the relevant field. The reason for

choosing the exploratory research design is the fact the summer training report has been

primarily based upon the secondary sources of data and whose authenticity could be

assured of.

The reluctance of the company's personnel in parting with much of information led the

summer training report to be based substantially on the secondary source of data. The

sources of data used in data collection are the following:

Primary sources

In order to gather information about the various products, I personally visited to Rajiv

Automobile Ltd. and collected data from the sales executives pertaining to the marketing

strategy adopted by the Rajiv Automobile Ltd. The organization visits were useful in

knowing the marketing strategy adopted by the Hyundai India. Details regarding the sales

promotion techniques were collected and I also inquired about the various sales

promotion schemes followed by the Rajiv Automobile Ltd.

By interviewing these dealers valuable information was collected. I inquired from them

about their marketing advertising and distribution strategies.

Secondary sources

Information was collected from secondary sources such as public libraries, newspapers,

business magazines.

Beside these the use of Internet was also made in collecting relevant information. The

data collected from the above mentioned sources has been adequately structured and used

at appropriate places in the report. This particular way of data collection was used
because of its low cost (except data collected through surfing the internet) and less time

consumption.

The information gathered included:

 Their annual reports (Procter & Gamble and Johnson and Johnson).

 Pamphlets.

 Posters.

 Press clippings.

 News releases.

 Newsletters.

 Pictures.

LIMITATION OF THE STUDY

 Respondent’s answers may be biased.

 It is difficult to understand which strategy is adopted to satisfy the demand of the

consumers.

 Time constraint.

 The main limitation of the study is that the survey will be limited to Muzaffarpur

(Bihar).

 Lack of researcher’s experience might result into biasness.

 CHAPTER-3

MICRO ANALYSIS

Statement 1: What strategy is adopted by the company to increase their

sales in the off season?

Table 1

Strategy No. of Respondents

Off season discount 4
Free Shipping 2
Web site promotion tools 3
Special offers 1

Graph 1

Interpretation:

The authors find that the 4 sales executives are in favor that the company provides

the off season Discount. 2 sales executives are in the favor of the providing free

shipping, 3 are in favor of the Web site promotional tools and remaining are in

favor of the Special offers.

Statement 2: What special offers provide by company during the some

special occasions?

Table 2
Special offers No. of respondents
Special cash discount 4
Special coupons 2
Free Accessories 4

Graph 2

Interpretations:

The authors find that most sales executives in the favor that the company provides

special cash discount, free Accessories to their customers and the other are in the

favor of the special coupons provided by the to the customers.

Statement 3: On which occasions company earn the more profit?

Table 3
Occasions No. of Respondents
Diwali 4
New Year 2
Marriage 4

Graph 3

Interpretations:

The author finds that the more profit earn by the company on the occasion of the

Diwali and the marriages and of the rare in the favor that the company earn the

profit on the occasion of the New Year.

Statement 4: Do Company takes feedback from their customers?

Table 4
Response No. of respondent
Yes 8
No 2

Graph 4

Interpretations:
The author finds that 8 sales executives are in the favor that the company takes

feedback from the customers and others not in the favor that the company not

takes feedback from the customers.

Statement 5: Which facilities company provides the most to their
customers at the time of the sales?
Table 5
Facilities No. of Respondent
Finance 5
Insurance 3
Hyundai India driving schools 2

Graph 5

Interpretations:

The author finds that 5 sales executive are in the favor of that the company

provide finance facility to the customers, the 3 sales executives are in the favor

that the company provides insurance to the customers and others are in favor that

the company provide the facility of the Hyundai India driving school.
Statement 6: Do company arrange events time to time for the promotion

of your product?

Table 6

Response Number of Respondent

Yes 7
No 3

Graph 6

Interpretation:

The author finds that the more executives are in the favor that the company

arranges the events time to time. But others are in the favor that then company not

arrange any event.

Statement 7: Do Company provides test drive to your customer before

sales of their product?

Table 7

Response Number of Respondent

Yes 6
No 4

Graph 7

Interpretation:

The author finds that 6 sales executives are in the favor that the company provides

the test drive to the customer before the sale of the car and others are in the favor

tat the company not provide test drive to their customers before sales.
Statement 8: Which media is adopted by the company for advertising

for promotion of their product?

Table 8

Response Number of Respondent

Print Media 7
Electronic Media 3

Graph 8

Interpretation:

The author finds that the 7 sales executive are in the favor that the company use

the print media for the promotion of the product and others are in the favor that the

company use the Electronic media.

 MACRO ANALYSIS
CONCLUSION OF ABOVE CHARTS AT DIFFERENT LEVELS

OF MANAGEMENT

The conclusion of all findings collected on the basis of questionnaire is made

question wise at top, middle and lower level management in the following manner

so that information regarding dimensions of each question at every level of

management can be summarized. For this purpose, the majority derived out of first

ten questions each is displayed in the percentage form at different level of

management.

1. The author finds that the 4 sales executives are in favor that the company

provides the off season Discount. 2 sales executives are in the favor of the

providing free shipping, 3 are in favor of the Web site promotional tools and

remaining are in favor of the Special offers.

2. The author finds that most sales executives in the favor that the company

provides the special cash discount and free Accessories to their customers on some

special occasions and the other are in the favor that the company provides special

coupons to the customers on the some special occasions.

3. The author finds that the most sales executives are in the favor that more profit

earn by the company on the occasions of the Diwali and the marriages and
remaining are in the favor that the company earn the profit on the occasion of New

year.

4. The author finds that 8 sales executives are in the favor that the company takes

feedback from the customers and others not in the favor that the company not

takes feedback from the customers.

5. The author finds that 5 sales executive are in the favor of that the company

provide finance to the customers, the 3 sales executives are in the favor of that the

company provides insurance to the customers and others are in favor of that the

company provides the facility of the Hyundai India driving school.

6. The author finds that the more executives are in the favor that the company

arranges the events time to time and other are in the favor that the company not

arranges any event time to time.

7.The author finds that 6 sales executives are in the favor that the company

provides the test drive to the customer before the sale of the car and other are not

in favor of this statement.

8.The author finds that the 7 sales executive are in the favor that the company use

the print media for the promotion of the product and others are in the favor that the

company use the Electronic media for the promotion of the product.
 FINDINGS

 Company prefersthe off season discounts in the off season and after this it

prefer to the web site promotional tools.

 Most of the sales executives are in the favor that the company provides

special discount and the free accessories to the customers on the some special

occasions.

 Maximum profit earn by the company on the occasion of the diwali and the

marriage.

 Maximum sales executives are in the favor that the company takes feedback

from the customers.

 Maximum sales executives are in the favor that the company provides most

the facility of finance their vehicles to the customers, and some are in the

favor that the company provides the facility of the insurance and very few are

in the favor that the company provide the driving school to their customers.

 Maximum sales executives are in the favor that the company arranges the

event time to time.

 Maximum sales executives are in the favor that the company provides test

drive to their customers.

 The company uses the print media rather than the electronic media for the

promotion of the product.

 OBSERVATIONS

According to my survey the company provides the off season discount to their

customers to increase the sale of their cars in the off season.

The company provides special discounts and the free accessories to their

customers on the some special occasions to increase their sales.

After my survey I find that company earns the profit on the occasion of the diwali.

It means the most people by cars on this occasion.

According to my survey I find that the company takes the feedback from their

customers by filling the feedback form after providing services to the customers.

According to my survey I also found that the company provides most the facility

of finance their vehicles to the customers. It also provides the facility of the

insurance to their customers.

The company also arranges some events like loan fare etc. time to time to increase

the sale of their products.

The company also provides the test drive to their customers before the sale of the

cars so that the customer knows the feature of their product.

According to my survey I found that the company used mostly the print media for

the promotion of the product.

 RECOMMENDATION

 Companies should give more discounts and occasional schemes so that a

common man can also buy Hyundai India Cars.

 Companies should open more stores at primary locations so as to make the

cars widely available.

 Price should be genuine and affordable by people of every class.

 Awareness among people of rural areas should also increase.

 Companies should try to increase the trust and satisfactory level of

customers by promoting more style.

 More effective promotions should be made with the help of radio,

billboards and internet.

 BIBLIOGRAPHY

Books

 Oliver, Richard L., "Whence Customer Loyalty?" Journal of Marketing,

(1999) vol 63 (4), pp. 33-44.

 Philip K., "Marketing Management,” 12 th ed.(1990) Pp.58-78

 Reich held, Frederick F. and W. Earl Jr. Sasser (1990), "Zero Defections:

Quality Comes to Services," Harvard Business Review (September-

October), pp. 105-11.

 Philip k.,Gary A. ”Principles of Marketing” 14 th ed.(2011)

Internet

 www.marketingprofs.com/ea/qst_question.asp?qstID=2491

 www.indbazaar.com/consumerguide/index2.asp?ct=23

 http://services.oxfordjournals.org/cgi/searchresults

 http://journals.cambridge.org/action/displayAbstract

 http://www.wam.umd.edu/~mlhall/magazines.html
 QUESTIONNAIRE

This questionnaire is made up to evaluate the effective of endorsement by

celebrities on marketing strategy used by the Rajiv Automobile Ltd. in partial

submission of my report of MBA from Institute of Management and Technology,

Faridabad. Please answer the following questions, the information given on this

questionnaire will be confidential and be utilized only for academic purpose.

NAME (OPTIONAL) -

Please tick (√) at the appropriate option.

Ques: 1 What strategy adopted by the company in the off season to increase their

sales?

1.) Off season discount( )

2.) Free shipping ( )

3.) Web promotional tools( )

4.) Special offers ( )

Ques: 2 What special offers provide by the company to their customers to increase the

sale on the some special occasions?

1.) Special Cash Discounts ( )

2.)Special Coupons ( )

3.)Free Accessories ( )
Ques: 3 On Which occasion the company earns the profit?

1.) Diwali ( )

2.) New Year ( )

3.) Marriages ( )

Ques: 4 Do company take the feedback from their customers?

1.) Yes ( )

2.)No ( )

Ques: 5 Which facility provides by the company to their customers at the time of the

sale?

1.)Finance ( )

2.)Insurance ( )

3.)Hyundai India Driving School( )

Ques: 6 Do Company arranges some events time to time for the promotion of the

product?

1.) Yes ( )

2.)No ( )

Ques:7Do company provides test drive to their customers before the sale of their product?
 1.)Yes ( )

2.)No ( )

Ques:8Which media of advertising use by the company for the promotion of the product?

1.) Print Media ( )

2.) Electronic Media ( )

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