PREFACE

In the present perspective, management as a discipline has attracted the attention of academicians & practitioners to a great extent. Management is the art of getting things done through and with the people in formally organized groups. In the changed scenario, The buyer is the King and all the marketing activities are to be perceived to motivate the buyer to buy our products. The wooing of customer has to be done through advertisement, competitive cost, packages, discounts, direct marketing, after sales services etc. All this has to be blended with the quality of the product without which all the above ingredients would not sustain. Strengthening of R & D leads to improvement in quality of the product & innovations. To augment the sale of your product, you have to feel the pulse of the consumer to get into his head and heart. This will go a long way to drive optimum results. Marketing of Car Remote Security System, Gear Lock and Power Windows with particular reference to scope for improvements in the present system is core subject of the study.

EXECUTIVE SUMMARY
Autocop is most widely used Car Remotes in India. Its one of the most popular, reliable and affordable Car Keyless Remotes & Security System available in the market. They have models by names Cobra, Piranha... The price ranges starts from Rs 3000. These have the basic keyless entry plus few security features like engine immobilizing, Alarming but it varies from the model you choose. But the remotes are really not so attractive, you may feel it bit bigger and it is kind of oval in shape...These remote do have a small antenna to increase the range of reception little more. If you have already fitted with a Autocop power window in your car, it is more compatible with the Autocop remotes which do have the feature of global window. This feature allows you to close the glass windows from outside of the car using the remote system. But some people suggested not to go for this feature, reason is that it needs lot of cuts in the existing electrical wiring. If the feature models come with proper connecting kits without cutting the wirings would be great. Other than Autocop there is one more popular security system available and it is factory fitted in most maruti cars by name Nippon and its from the famous audio manufacturer Kenwood. Not very much sure about this product but someone told me that these gives problem during raining season like security alarm automatically turns on during rain and it wont stop unless you plug out the unit from battery power. All the above remotes are 1 way remotes, there are 2 way remoted available in other countries with LCD programmable panels in the remotes.

Buying a car is much easier than maintaining it and defending it from thieves. Car theft is one of the greatest problem faced by car owners. According to the NICB, a vehicle is stolen in the United States every 25.5 seconds. According to the Insurance Information Institute a car is stolen in United States every 24 seconds. If it is the case with US, how serious the problem would be with other countries. Auto theft continues to thrive despite

those lists and regardless of new anti-theft technology that emerges with new models every year. There are several applicable ways to protect your car from theft. Anti theft alarms, steering and break locks, central locking system etc... Today car thieves are also smart enough to break through the most sophisticated anti theft systems. The first step involves using common sense, with recommendations like "not leaving your keys in the ignition" of an unlocked car. Even though auto theft is a crime of opportunity, if a crook really wants your car, he'll do whatever it takes to get it regardless of steering wheel locks or car alarms. But with the above knowledge, you can slow him down, make your car inconvenient to thieves and, hopefully, discourage them from attempting to steal your vehicle. Layering your car with anti-theft protection, especially if it's at the top of the most stolen vehicles list, is a good start. But, as with anything that is of value to you, the most important protection you can give your car is to take a proactive approach to security when you leave it unattended.

OBJECTIVES
To find awareness among people about the security system of Autocop India Pvt Ltd. To assess the PREFERENCE of the customers towards Remote Car Security System offered by Autocop India Pvt Ltd. To judge whether customers are satisfied with the SERVICES of the Autocop India Pvt Ltd. To study the PERCEPTION and RESPONSE of customers towards Autocop India Pvt Ltd. To know FUTURE PROSPECTS of Autocop India Pvt Ltd. To study the CONSUMER EXPECTATIONS for new products. To study whether Autocop security system requires any PROMOTIONAL ACTIVITIES. To gauge customer satisfaction level with regard to PRICE and QUALITY.

INTRODUCTION
From the time immemorial good and evil, sages and demons have co-existed in the universe. While there are philanthropists always prepared to help the poor and needy, there are thieves, bad elements, and criminals always in the lookout to rob you. To save your valuables, you always keep them under safe custody of lock and key. Similarly to save your vehicles from prying eyes of the auto thieves who are always in look to steal a car, car central locking and security system plays an effective deterrent to evil designs of the car lifters and thieves. Installation of remote car security system provides protection from thefts of stereos/cd system, AC compressors, and tyres etc and the car itself. Unauthorized opening of car door with duplicate keys triggers alarm cautioning people around in general and the car owner, once the system is armed and someone tries to start the car, it will give off an alarm. By pressing lock button starter will get immobilized. The impact sensor will ignite the siren when someone tries to remove CD system or tyres. R & D Department of the Company is always on the move to introduce innovations in the product. Of late, the Company has introduced GPS and GSM technologies which will facilitate immobilization of car remotely, besides vehicle tracking, remote engine start and other smart features details of which find mention in Companys profile ahead. The company, under review i.e. Autocop India [P] Ltd. is undoubtedly the brand leader in Central Locking System available in India for many years now. The company is striving hard to maintain its well earned coveted position by following stringent quality control and flawless after sales service and free replacement during warranty period of 3 years with the result the name of the brand i.e. AUTOCOP is synonymous with remote central locking and security system.

COMPANY PROFILE
AUTOCOP GROUP OF COMPANIES
Autocop Group of company is a US $ 250 million company manufacturing and marketing security solution with its vast network world over.

The above chart signifies the different segments working under aegis of parent company Autocop, looking after Manufacturing, Marketing and Servicing of the company working in close coordination with one another. 6

MISSION OF THE COMPANY

To provide customized electronic security solutions and products while consistently
exceeding consumer expectations through well defined processes undertaken by a team of committed professionals.

AUTO FACILITY SECURITY DIVISION

With its name firmly entrenched in the field of automotive security, Autocop has now ventured into the related field of Facility Security Products. This comprises of latest generation of CCTVs (both analog and digital), Access Control, Intrusion Alarm Systems, Video Door Phones, Home Automation Systems, Under Vehicle Scanning Systems, Boom Barriers, Parking Management Systems, Explosive Detectors, Metal Detectors and more. Autocop has many strategic tie-ups with reputed companies around the world. Many of these companies like LG, Bioscrypt, Paxton, Geovision, Virdi and Hyundai Telecom are world leaders in their respective fields. At Autocop Facility Security Division, the best minds and the most experienced professionals come together to ensure customer-centric solutions, quality installations and world-class after-sales service. Additionally, under the brand name Autocop, a broad range of security systems are also available. All this at highly affordable prices, without compromising on quality at all. They not only provide the products, but entire solutions, through their well accomplished and professional sales and technical team. They back the entire product line with warranty as well.

AUTOCOP INDIA PVT. LTD

Established in 1989, AUTOCOP INDIA PVT. LTD. is part of the Autocop Group of Companies, which has a combined turnover of more than Rs240 crore per annum and over 2500 employees in its fold.

MISSION OF THE COMPANY To maintain leadership position by providing innovative products to the customers with
the best value proposition, combining quality & performance with best value pricing and to establish winning partnership with our employees, suppliers, collaborators and customers.

STRENGTH OF THE COMPANY

One stop shop with very wide range of products Customer focus Dedicated workforce Commitment to excellence Consistent quality Pan-India network of offices Pan-India service set-up Next-generation technology Quality and commitment towards after-sales service Emphasis on customer relationship management 8

Strategic alliance with reputed companies

ACHIEVEMENTS of Autocop India Pvt Ltd:

Undisputed leader and acknowledged pioneer in the field of electronic state-ofthe-art car security systems, for over 19 years Market leader in automotive security, with over 85% market share Present in 55 Indian cities and internationally in Malaysia and Singapore Tie-ups with leading international brands like Cobra, 3M, Pioneer, etc.

ISO CERTIFICATION
Autocop India Pvt Ltd obtained ISO-9001 certification QASce in the year2000, which creates a sense of confidence in the mind of customer with regard to the quality of the product.

MILESTONES

The company has secured approval from various car manufacturing companies viz; TATA MOTORS, HYUNDAI MOTORS, FORD INDIA, GENERAL MOTORS, DAEWOO MOTORS, MITSUBISHI LANCER, REVA, SAN MOTORS, HONDA, FIAT and TOYOTA, for OE fitments.

SALES AND SERVICE NETWORK

Autocop India Pvt Ltd has penetrated deep into the market. It has wide dealer network and register its presence in all major cities of the country. Presently the company has effective dealer network in more than 70 towns in different states in India. The sketch below provides comprehensive detail of strategic points where the company has registered its presence.

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Autocop India Pvt Ltd is having wide distribution network with around 3000 dealers across the country. The company is having 69 service contact points in India. It has 40 regional offices for the purpose of sales and marketing in the country. Autocop India Pvt Ltd is running 4 factories across the country for the purpose of manufacturing. About 2000 employees are part of Autocop India Pvt Ltd.

MARKET SHARE

MARKET SHARE

16% AUTOCOP OTHER 84%

Autocop Remote Car Security System dominates the market with 84% of the market share.

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INTERNATIONAL PARTNERSHIPS

The above chart showcases international partnerships of the company representing remote car security system, audio electronics, manual gear shift locks, car filming and other car products of international repute.

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OVERVIEW OF COMPANY

Established World Wide Turnover Human Resource Manufacturing Ability Sales & Marketing Service Distribution Network Registered Office & factory Market share ISO 9001 Certification

1989

$250 million
2000 Employees 4 Factories 40 regional offices 69 Service contact point 3000 dealers Vilholi, Nashik 84% 2000

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Tie up with Pioneer International Partnerships o Pioneer o Guardian o Cobra o 3M o Onelus

2004

o Autocop Meta System o Tung thih Brands o Pioneer o 3M o Scorpio o Piranha Dx o Autocop Xs o Guardian o Cobra o Autocop Meta System o Tung thih

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PRODUCT LINE of Autocop India Pvt Ltd

A comprehensive study of product line of the company is given below.

INDIA PVT. LTD

Autocop India Pvt Ltd product line comprises car remote central locking and security system, gear shift locks and power windows. It also markets PIONEER range of incar entertainment equipment a prestigious range of audio electronics from Pioneer Corporation.

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The company also has in its kitty sole distribution rights for different products manufactured by 3M India Ltd.

AUTOCOP SECURITY SYSTEM

A Car Security System is fast becoming the first choice of the customers at the time of purchasing a new vehicle and the most popular brand in car security systems AUTOCOP easily dominates the market with its vast range of products ranging from Autocop, Cobra, Scorpion, One Lus are some of the most popular Autocop brands available in the market. With the increasing number of vehicles on the road, car crime is also on the upswing. Consequently, the market for vehicle security systems is expanding and Autocop has become one of the most sought after car accessory today. Autocop has the market share and the largest dealer network in the country within this industry. Being pioneer in this field, through its manufacturing and R&D ability at Nashik, Autocop has been continuously innovating and adapting its product to keep pace with the changing market trends and also to cater to the ever changing needs and demands of the customer. With an all India network of offices, Autocop rank top in terms of: Customer satisfaction, product quality, after sales service, efficient warranty handling and competitive pricing. The company is an official supplier of car security system as genuine accessories to various car manufacturers like FORD, MITSUBISHI, HYUNDAI, MAHINDRA & MAHINDRA etc. The company is in the process of getting approval from other car manufacturers. Customers are fully satisfied with fitting procedures, warranty and after sales service. Thus, Autocop, with its increasing popularity in the after market as well as OEM market, is surely a name to reckon within the industry today.

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Car audio
Car-entertainment major Pioneer Corporation is riding piggyback on the buoyant car market in India. The company is upbeat about its growth prospects in the Rs 1,200 crore in-car entertainment markets and has launched car audio systems specially customized for the domestic market. Mr. Akira Haeno, Managing Director, Pioneer Corporation, Japan, and General Manager of Mobile Entertainment Business Group, after launching the new range of car audio systems observed that India is an extremely important and strategic market for Pioneer, having a domestic market of more than one million new cars. The new range will help us build a wider customer base. The company is targeting both the original equipment manufacturers and consumer markets to garner a prominent position in the in-car segment, he added. The new product range will be distributed by Autocop India. The entire range of Pioneers products will be sold through the retail network of over 3,000 authorized dealers and serviced by 67 contact points. Mission
To maintain leadership position by providing innovative products to the customers with

the best value proposition, combining quality & performance with value pricing and to establish winning partnership with our employees, suppliers, collaborators and customers Pioneer products are priced between Rs.5, 990-Rs.15, 490. Pioneer has launched more than 10 models exclusively for India.

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Mr. Umesh Deshpande, President & CEO, Autocop (India) Pvt. Ltd and Mr. Akira Haeno, Managing Director, Pioneer Corporation, Japan during the tie up between Autocop (India) Pvt. Ltd and Pioneer Corporation. Pioneer is distributed, marketed and serviced through its exclusive tie up with Autocop India Pvt. Ltd, a $200 million automotive electronics leader. The head units launched are 4 channel High power WMA/MP3/CD players, which offer playback of various digital music formats including MP3 and Window Media Audio (WMA).

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The perfect match between Indias multifaceted customer profile and 3Ms diverse range of products offering proven customers benefits led to 3M India being born in 1988 as Birla 3M Limited. The name of the company was subsequently changed to 3M India Limited in Dec 2002.3M is a diversified technology company serving customers and communities with innovative products and services. Each of the businesses is committed to make the customers lives easier and better. The 3M technology solutions expertise has been tried and tested for performance, safety, value & productivity in markets that include Aerospace, Railways, Highways, Defense, Security, Mining, Health, Oil & Gas, Telecom and Marine in India and across the globe. 3M in India has manufacturing facilities at Bangalore, Ahmedabad, Pune & Pondicherry with more than 900 employees. In 2007, 3M India had a turnover of Rs.6189 million with profits of over Rs.677 million. Over the past years, 3M India has built an exhaustive list of satisfied customers and a reputation for unmatched quality with over 2500 diverse products serving the following markets:

Industrial Transportation Electro and Communications Healthcare Display, Graphics & Safety Protection, Security & Construction

Consumer & Office

3M's wide product portfolio is backed by the guarantee of innovation and performance that has made 3M popular with millions all over the world. Today, 3M has over a 100 year track record of being one of the most innovative corporations worldwide. Fact is, half the world's population today enjoys experiencing at least one of 3M's 50,000

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products, either directly or indirectly, every day. So when you choose 3M, you can rest assured that you have chosen a company that pursues international standards of quality, reliability and consistency in every product & service detail, providing customer value like never before.

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WELFARE OF EMOLOYEES
The company has been known for adopting several measures so as to maintain a good relationship between the management and the employees. Best efforts have also been made so as to provide congenial working conditions. Following are some of the points which clarify the companys position in this regards. The employees are paid best pay scales and packages available in the industry. All the field employees are given insurance cover for Rs1 Lac. The service engineers in the field and the factory workers are provide with uniforms. The employees are given incentives and gifts on festivals. To maintain cordial relationship and sense of belongingness, a monthly get together meet is held.

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SERVICE TO SOCIETY
In addition to generating jobs and providing livelihood to the people the management believes in providing service to the society. Some of the services provided are as follows: To create awareness among masses and children in schools regarding Traffic rules and road safety measures, the company associates itself with the local police in different states of the country. Regular blood donation camps are held by the company in association with NGOs. The company had introduced Neighbourhood Watch Scheme. The company is maintaining parks and green patches to make the environment more eco friendly.

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FUTURE PLANS AND EXPANSION PROGRAM

The company is in the process of introducing the following products in its plan for expansion: Remote security system for Two Wheeler: Autocop India Pvt Ltd will soon be launching Remote security system for Two Wheelers. The company will be manufacturing and marketing under Autocop brand.

Xm LCD Monitors: The company has obtained sole distribution rights for state of the art Xm LCD Monitors for Cars. The company will also look after servicing of the product during warranty time. Xm LCD Monitors are available in major cities and towns and have been well received in the market because of its captivating looks and clarity. The product will soon be available throughout India.

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Home Security Systems:

Keeping up its traditions in making innovations and

precision in security systems in four wheelers and two wheelers, the company has of late stepped into production and marketing of home security system. The system is very popular in all developed countries providing fool proof security. The product is likely to get wide acceptance in India. The upcoming security systems will find its market in the following segments:
Commercial Comm ercia l Head quart ers , Malls , Multip lex es , IT/ ITES, BPOs , Banks , Financial Ins titutio ns , Schools

Res i dential & SOH O Com plexes , Towns hips , Small Offices , High Value Shops , Clubs , Hos pitals Indus trial

Factories, Plants Pharm a, Automation indus try, Chemical plants , manufact urin g units , warehous es

Government & PSUs Defenc e, Railways , R&D Es tabl is hments , Shipy ards , Airports , Ports , Police Stations

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STUDY OF VARIOUS DEPARTMENTS OF OPERATIONS

Marketing Department
The marketing department at Autocop India Pvt Ltd. offers efficient coordination with other department and the market to develop never designs suited to the market trend. It focuses on developing sales promotion strategies and marketing plans in accordance with the objectives of the firm. It is involved in the following activities: 1. Developing marketing objectives. 2. Market segmentation. 3. Market research. 4. Developing product characteristics. 5. Pricing of product. 6. Establishing distribution channel. 7. Advertisement and promotion. Autocop India Pvt Ltd is having around 86% market share in remote car security system, in view of its unparalleled quality and efficient after sales service.

Manufacturing Department

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The company has a modern manufacturing plant at Nashik, Maharashtra with four different units where more than 1000 highly skilled workers are employed.

R & D Department
The R & D Department in Nashik, Maharashtra is in a continuous process of making innovations to keep pace with latest technology in security solutions by adding new features.

Accounts Department
The accounts department and Autocop India Pvt Ltd work with the overall aim of profit maximization of the firm (with customer satisfaction). It includes in the compliance of the following activities: 1. Preparation of monthly budget on the basis of sales forecasting is done both party wise and quantity wise. 2. Daily review of transactions to check for compliance with budget parameters previously established. 3. Clearing of payments on the basis of bills forwarded department. 4. Seeking opportunities for additional income through currency transactions. 5. Maintenance of communication with banks and auditors. After Sales Service Department

The company has best after sales service available in the industry and it rightly boasts of it. The company considers its after sales service as very efficient and BACKBONE of the company. It has 69 service contact points throughout India where highly skilled technicians are available to take care of any complaint that a customer experiences. 26

During warranty period of 3 years, defective parts are replaced free of cost. The service is rendered not only at service points but also at customers door step without any charges. The service engineers have been provided with mobiles and vehicles by the company to facilitate prompt and effective service; whereas most other companies miserably fail to provide uninterrupted after sale service, Autocop stands atop as a model service provider. The customer visibly feels satisfied.

Repairs Department
All the 40 regional offices across the country have separate section for repairing different products received under complaint. These are duly repaired by the companys technicians and sent back to the service points for the necessary replacements, however the items which are not repairable at their end are sent back to Nashik factory.

Logistics/Packaging Department
The company is having well equipped packaging department where the products are packed in a presentable manner. In turn, the Logistic Department forwards the same to the desired destinations in bigger cartons.

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RESEARCH METHODOLOGY
SAMPLE SIZE: - The sample size is 60 respondents constituting customers and 15
respondents constituting dealers.

SAMPLING TECHNIQUES: Judgemental sampling is used.

Technique of Convenience sampling and

TARGET POPULATION:-The
years.

target population varied from 18 years to 66

RESEARCH DESIGN: descriptive nature.

The research design employed in the study is of

INFORMATION ACQUIRING TECQNIQUES:-Information

has been

collected using both primary and secondary methods. The information required has been collected by way of personal interviews structured non-disguised questionnaire in order to make the surveys interactive. In addition to the above mentioned sources, secondary sources of information have been collected through catalogs and reports.

QUESTIONNAIRE DESIGN:-The questionnaire has been designed to cover 12

queries made to customers and 13 queries made to dealers which represent sampling at random.

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DATA COLLECTION: -

The data is collected by using survey method. Firstly

questionnaire has been designed and then distributed to different customers in order to collect the information about the market positioning of Autocop. The questionnaire has been designed to have required information.

DATA RECORDING: -Afterwards distributed questionnaire has been recollected

and then answers have been recorded.

DATA ANALYSIS: -

The data collected has been analyzed by means of graphs,

charts using simple averages in order to research more accurately.

29

DATA ANALYSIS And INTERPRETATION

30

RESPONSE YES NO TOTAL

NO. OF RESPONDENTS 60 0 60

%AGE 100 0 100

(CUSTOMERS)
1. Cars installed with Remote Car Security System.

31

YES 100% 90% 80% 70% 60% %age of 50% respondents 40% 30% 20% 10% 0% 1 Response

YES NO NO

ANALYSIS & INTERPRETATION

The study comprise of persons who have their vehicles fitted with remote car security system. All the sixty respondents had their vehicles fitted with remote car security system.

2. Brand of Remote Car Security System fitted in your car. BRANDS NIPPON CROSSLINKWHEELS MINDA AUTOCOP OTHER TOTAL NO. OF RESPONDENT 5 3 1 51 0 60 %AGE 8.3 5 1.7 85 0 100

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90.00% NIPPON CROSSLINK WHEELS MINDA AUTOCOP OTHER 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 8.30% 5% 1.70% 1 Response

85%

0%

ANALYSIS & INTERPRETATION

Major chunk of the sample i.e. fifty one respondents out of a total of sixty had their vehicles fitted with Autocop brand, however in stray cases i.e. nine respondents have their vehicles fitted with other brands which have been ignored in the study.

3. Reasons for installation of Remote Car Security System. REASONS SECURITY REASON CONVENIENCE FEATURES OTHER REASONS TOTAL NO. OF RESPONDENT 39 6 6 0 51 %AGE 76.4 11.8 11.8 0 100

33

OTHER FEATURES REASONS 12% CONVINENC 0% E 12%

SECURITY REASON CONVINENCE FEATURES OTHER REASONS

SECURITY REASON 76%

ANALYSIS & INTERPRETATION

The concern for Security of the vehicle has dominated the other reasons for installing the remote car security system by around seventy seven percent. It is followed by Convenience and Features by around twelve percent each.

4. Source of information regarding particular brand of Security System.

SOURCE FRIENDS ADVERTISEMENTS DEALERS OTHERS TOTAL

NO. OF RESPONDENT 15 8 28 0 51

%AGE 29.4 15.7 54.9 0 100

34

60.00% 50.00% 40.00% %age of respondents 30.00% 20.00% 10.00% 0.00%

54.90%

29.40% 15.70% 0% 1 Response DEALERS OTHERS

FRIENDS

ADVERTISEMENTS

ANALYSIS & INTERPRETATION

The Dealers contribute maximum of imparting awareness and utilities to the customer i.e.upto fifty five percent while thirty percent are influenced by the advice of their friends. Advertisement and publicity follow suite by around sixteen percent.

5. Decision taken to buy particular model of Security System.

DECISION BEFORE CUMING TO THE STORE IN THE STORE NOT SURE TOTAL

NO. OF RESPONDENT

%AGE

17 34 0 51

33.3 66.7 0 100

35

% age of res pondents

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

66.70% BEFORE CUMING T O T ST HE ORE IN T ST HE ORE 0% 1 Res pons e NOT SUR E

33.30%

ANALYSIS & INTERPRETATION

Out of total sample of fifty one respondents, thirty four took the decision in the store while the balance seventeen were predetermined to buy the particular brand. Hence we find that few come prepared to install, they are mostly influenced and persuaded by dealers.

6. Price spent on purchase of Remote Car Security System. PRICE RANGE BELOW Rs2000 BETWEEN Rs2000-Rs3000 BETWEEN Rs3000-Rs4000 ABOVE Rs4000 TOTAL NO. OF RESPONDENTS 0 29 18 4 51 %AGE 0 56.9 35.3 7.8 100

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60% BELOW Rs2000 BETWEEN Rs2000Rs3000 BETWEEN Rs3000Rs4000 ABOVE Rs4000 % age of respondents 50% 40% 30% 20% 10% 0%

56.90%

35.30%

7.80% 0% 1 Response

ANALYSIS & INTERPRETATION

Most of the sample i.e. twenty nine out of fifty one has opted for the base model which is between Rs2000 to Rs3000; also many i.e. eighteen respondents have opted for the upper model priced between Rs3000 to Rs4000.

7. Comments on utility of Remote Car Security commensurate with amount spent. RESPONSE YES NO. OF RESPONDENTS %AGE

NO
CANT SAY TOTAL

50 0 1 51

98.04 0 1.96 100

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98.04% 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

YES NO CANT SAY 0% 1 Response 1.96%

ANALYSIS & INTERPRETATION

Barring one respondent who was undecisive all the remaining fifty respondents were sure that the amount spent on Security System commensurate with utility.

8. Warranty period of the Remote Car Security System.

WARRANTY PERIOD 1YEAR 3YEAR LIFETIME TOTAL

NO. OF RESPONDENTS

%AGE

0 51 0 51

0 100 0 100

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120% %age of respondents 100% 80% 60% 40% 20% 0% 0% 1YEAR 3YEAR Res pons e 0% LIFETIME 100%

ANALYSIS & INTERPRETATION

As Autocop remote car security system comes with three year warranty, so all the fifty one respondents have identical views. 9. Complaints if any.

RESPONSE YES NO TOTAL

NO. OF RESPONDENTS

%AGE

5 46 51

9.8% 90.2% 100

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100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% YES NO YES, 9.80% NO, 90.20%

ANALYSIS & INTERPRETATION

Major part of the sample i.e. forty six respondents finds no complaints in Autocop Remote car security system, but in stray cases i.e. five respondents find some complaints. 10. Nature of complaints if any. COMPLAINTS LESSER RANGE DOORS LEFT UNLOCKED SIREN BEEPS AUTOMATICALLY ANY OTHER TOTAL NO. OF RESPONDENTS %AGE

1 3 1 0 5

20 60 20 0 100

40

20%

0%

20%

60%

LESSER RAN GE SIREN BEEPS AUT OMAT ICALLY

DOORS LEFT UNLOCKED ANY OT HER

ANALYSIS & INTERPRETATION

Three out of five respondents complain regarding doors remaining unlocked, while one each complain of lesser range of remote and beeping of siren.

11. Rating of companys after sales service. RESPONSE Very Good Good Satisfactory Poor Very Poor TOTAL NO. OF RESPONDENTS %AGE

28 15 8 0 0 51

54.9 29.4 15.7 0 0 100

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Very Good

Good

Satisfactory

Poor

Very Poor

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

54.90%

29.40% 15.70% 0% 1 Response 0%

ANALYSIS & INTERPRETATION

Around fifty five percent respondents thinks that companys after sales service is very good, thirty percent respondents feel it is good while around sixteen respondents finds it satisfactory. The company claims its after sales service as its back bone and the above graphs projects the rightful claim of the company.

12. Rating overall performance of the Remote Car Security System.

RESPONSE Very Poor Somewhat Unsatisfactory Above Average Very Satisfactory Excellent TOTAL

NO. OF RESPONDENTS

%AGE

0 0 10 30 11 51

0 0 19.6 58.8 21.6 100

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Somewhat Unsatisfactor Very Poor About Excellent y Average 0% 22% 0% 20%

Very Poor Somewhat Unsatisfactory Above Average Very Satisfactory

Very Satisfactory 58%

Excellent

ANALYSIS & INTERPRETATION

The overall performance of the Autocop Remote Car Security System is very satisfactory. While eleven spoke very high about Autocop Remote Car Security System, thirty rated very satisfactory.

(DEALERS)
1. Brand of Remote Car Security System dealers deal in.

BRAND NIPPON CROSSLINK WHEELS MINDA AUTOCOP OTHER TOTAL

NO. OF RESPONDENTS 0 0 0 15 0 15

%AGE 0 0 0 100 0 100

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%age of respondents

120% 100% 80% 60% 40% 20% 0%

N PO

100%

0%
EL S E

0%
D A IN

0%
TO C O P O TH E R

0%

N IP

W H

C R

O S

SL I

N K

Response

ANALYSIS & INTERPRETATION

All the fifteen dealers included in the study deal in Autocop Remote Car Security System.

.
2. Period of dealing in the same brand. TIME PERIOD LESS THAN 1YEAR BETWEEN 1 TO 5 YEARS MORE THAN 5 YEARS TOTAL NO. OF RESPONDENTS 3 5 7 15 %AGE 20 33.33 46.67 100

44

A U

46.67% 50% 40% 30% % age of respondents 20% 10% 0% 1 Response LESS THAN 1YEAR MORE THAN 5 YEARS BETWEEN 1 TO 5 YEARS 20% 33.33%

ANALYSIS & INTERPRETATION

Seven out of fifteen dealers are dealing with the particular brand for more than five years whereas five dealers have been dealing with the particular brand between one to five years and the balance three have been dealing with the brand less than one year.

3. Reasons leading to opt for the same brand of Car Security System. REASONS NO. OF RESPONDENTS 2 QUALITY GOODWILL SERVICE CUSTOMER PREFRENCE OTHER TOTAL 4 8 1 0 15 %AGE 13.33 26.67 53.33 6.67 0 100

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6.67%

0% 26.67%

53.33%

QUALITY SERVICE OTHER

GOODWILL CUSTOMER PREFRENCE

ANALYSIS & INTERPRETATION

Maximum eight out of fifteen respondents hold service as the main criteria for opting
same brand of Car Security System. Four of the respondents observed Goodwill, two

considered quality while one respondent asserted that customer preference prompted them to opt for the particular brand. Most of the dealers feel that besides quality of the products, unparalleled after sales service prompts them to opt for the particular brand. 4. Customers asking for a particular brand. RESPONSE YES NO SOMEWHAT TOTAL NO. OF RESPONDENTS 11 0 4 15 %AGE 73.33 0 26.67 100

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80.00% 70.00% 60.00% 50.00% %age of 40.00% respondents 30.00% 20.00% 10.00% 0.00%

73.33%

26.67%

0% 1 Response

YES

NO

SOMEWHAT

ANALYSIS & INTERPRETATION

Seventy four percent of respondents prefer to install remote car security system of their choice. While the remaining twenty six percent dont insist for a particular brand

5. Convincing the customer to buy the particular brand of Security System. RESPONSE YES NO TO SOME EXTENT TOTAL NO. OF RESPONDENTS 4 2 9 15 %AGE 26.67 13.33 60 100

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60% 60.00% 50.00% 40.00% % age of respondents 30.00% 20.00% 10.00% 0.00% 1 Response YES NO TO SOME EXTENT 26.67% 13.33%

ANALYSIS & INTERPRETATION

Nine respondents feel that they are required to convince the customers to some extent, while four of the respondents confirmed that convincing is required and rest two respondents feels that convincing is not required.

6. Customer response towards brand of Security System. RESPONSE Very Satisfied Somewhat Satisfied Neutral Somewhat Dissatisfied NO. OF RESPONDENTS 12 3 0 0 %AGE 80 20 0 0

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Very Dissatisfied TOTAL

0 15

0 100

0.8 0.7 0.6 0.5 % age of 0.4 respondents 0.3 0.2 0.1 0

80%

20%

0 1

0 3

0 0% 5 6 Response

0 0% 7 8

0 0% 9 10

ANALYSIS & INTERPRETATION

Backed by quality product and good after sales service, dealers find customers acceptance favorable in as much twelve of respondents response was very satisfied and three respondents were somewhat satisfied.

7. Support available from the company. SUPPORT FREE INSTALLATION QUANTITY DISCOUNT ADVERTISEMENT EXTENTED WARRANTY ANY OTHER TOTAL NO. OF RESPONDENTS 11 4 0 0 0 15 %AGE 73.33 26.67 0 0 0 100

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0% 27% FREE INSTALLATION QUANTITY DISCOUNT ADVERTISEMENT EX TENTED WARRANTY 73% ANY OTHER

ANALYSIS & INTERPRETATION

Free installation being provided by the company is taken by the dealer as a good support and the balance twenty four thought quantity discount as attractive support.

8. Companys response to the inquiries. RESPONSE Very Timely Somewhat Timely Mixed Somewhat Slow Very Slow TOTAL NO. OF RESPONDENTS 6 5 4 0 0 15 %AGE 40 33.33 26.67 0 0 100

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% age of res pondents

40% 35% 30% 25% 20% 15% 10% 5% 0%

40% 33.33% 26.67% Very T imely Somewhat T imely Mixed Somewhat Slow 0% 0% 1 Res pons e Very Slow

ANALYSIS & INTERPRETATION

While four respondents had mixed response, five observed that the response was somewhat timely whereas six respondents held that it was very timely.

9. Volume of business accounted by companys product. VOLUME 24% or LESS BETWEEN 25%-49% BETWEEN 50%-74% 75% or MORE TOTAL NO. OF RESPONDENTS 4 10 1 0 15 %AGE 26.67 66.66 6.67 0 100

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70.00% 60.00% % age of res pondents 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 26.67%

66.66%

6.67% 1 Res pons e

0%

24% or LESS BETWEEN 50%-74%

BETWEEN 25%-49% 75% or MORE

ANALYSIS & INTERPRETATION

Sixty seven percent of dealers have asserted that their business volume is accounted at twenty five percent and above, while twenty six percent had business volume of less than twenty five percent.

10. Satisfaction rate of delivery provided by company. RESPONSE Very Satisfied Somewhat Satisfied Neutral Somewhat Dissatisfied Very Dissatisfied TOTAL

NO. OF RESPONDENTS
9 5 1 0 0 15

%AGE
60 33.33 6.67 0 0 100

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6.67% 0% 33.33%

60%

Very Satisfied Neutral Very Dissatisfied

Somewhat Satisfied Somewhat Dissatisfied

ANALYSIS & INTERPRETATION

Sixty percent of dealers were very satisfied; thirty three percent were somewhat satisfied while seven percent were neutral.

11. Availability of promotional activities of the company. RESPONSE YES NO SOMEWHAT TOTAL

NO. OF RESPONDENTS
7 0 8 15

%AGE
46.67 0 53.33 100

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,SOMEWHAT 53.33%

YES, 46.67%

NO, 0%

ANALYSIS & INTERPRETATION

Seven respondents find promotional activities of the company adequate and rest eight
respondents find it somewhat sufficient.

12. Other promotional activities envisaged. PROMOTIONAL ACTIVITIES DEMOs SPECIAL DISCOUNTS CATALOG MKTng BANNERS/BUNTINGS ANY OTHER TOTAL

NO. OF RESPONDENTS
1 10 0 4 0 15

%AGE
6.67 66.67 0 26.67 0 100

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DEMOs CATALOG MKTng ANY OTHER

SPECIAL DISCOUNTS BANNERS/BUNTINGS

BANNERS/B UNTINGS, 26.67% CATALOG MKTng, 0%

ANY OTHER, DEMOs, 0% 6.67%

SPECIAL DISCOUNTS, 66.67%

ANALYSIS & INTERPRETATION

Around sixty seven percent of the dealers feel that company should give more stress on discounts and twenty seven percent asserted that banners will be useful. While six percent respondents were in favour of demos.

13. Rating overall performance of the Remote Car Security System.

RESPONSE Very Poor Somewhat Unsatisfactory Above Average Very Satisfactory Excellent TOTAL

NO. OF RESPONDENTS 0 0 3 6 6 15

%AGE 0 0 20 40 40 100

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40% Very Poor Somewhat Unsatisfactory Above Average 35% 30% 25% 20% 15% 5% 0% 20%

40% 40%

Very Satisfactory 10% Excellent 0% 0% 1 Response

ANALYSIS & INTERPRETATION

Six respondents rated overall performance of the Autocop Remote Car Security System excellent, other six found the performance very satisfactory and one respondent held its performance above average. Overall response to the query is more than satisfactory and above with no negative comments.

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FINDINGS

(CUSTOMERS)
1. The study includes customers who have installed Autocop security systems. 2. Most of the sample has opted for Autocop brand; other brands have been ignored in the study. 3. Security of the vehicle is the main reason for installation of remote car security system. 4. The dealers contribute maximum of imparting awareness to the customer and advice of friends & publicity play their little part. 5. Most of the customers are influenced and persuaded by dealers and decide their purchase in the store.

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6. As the base model of Autocop security system is between Rs2000 to Rs3000, so maximum sample have opted for it.
7. Almost all the sample feels that the amount spent on Security System commensurate with Utility.

8. Autocop remote car security system comes with three year warranty, so all the respondents have same answer. 9. Major part of the sample finds no complaints in Autocop Remote car security system. 10. In stray cases customers find complaints in Autocop Remote car security system. 11. The company claims its after sales service as its back bone and the survey projects the rightful claim of the company. 12. The overall performance of the Autocop Remote Car Security System is very satisfactory.

(DEALERS)
1. The study entails dealers selling Autocop brand security systems. 2. Most of the dealers are dealing with the particular brand for four to five years. 3. Most of the dealers feel that besides quality of the products, unparalleled after sales service prompts them to for the particular brand. 4. Good number of customers asks for some specific brand from the dealers. 5. Dealers are normally required to convince the customers giving utilities of various features. 6. Dealers find customers acceptance favorable.

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7. Free installation being provided by the company is taken by the dealer as a good support. 8. Overall observation of the dealers towards response of the company to queries is satisfactory. 9. Good average of dealers has asserted that their business volume is accounted at 25percent and above. 10. Dealers have expressed their satisfaction over timeliness of the delivery. 11. The company lacks in promotional activities and needs more inputs. 12. Most of the dealers feel that company should give more stress on discounts and banners. 13. Overall response to the query is more than satisfactory and above with no negative comments.

LIMITATIONS
While conducting the survey, many deterrent have been faced which acted as a limitation rather. Had these interventions not been there, the project would have been a much bigger success than it has actually been. Here are some of the main limitations:-

1. Biased answer by the customers and dealers in certain cases could affect the authenticity of the survey. 2. Lack of interest and time on part of respondents could have also put its impact on the study.

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3.

Some respondents were not cooperative and evaded direct and straight forward answers to the query.

4. Being a private Limited company the office was not equipped to answer certain queries and part with important data.

SUGGESTIONS
It was a great experience to have executed in depth study of Autocop India Pvt Ltd in general and its marketing strategy in particular. The ever rising graph of the companys sale speaks volume of foresightedness and capability of the management with the result the company has emerged as undisputed leader in car security systems. I feel there is always scope for betterment. Hence I wish to offer some suggestions which I sincerely believe, if implemented, shall bring optimum results. 1. Creating awareness: The Company should take requisite measures to create awareness of its range of product to end users as the company has been 60

found lacking in publicity and sales promotion activities. The objective can be accomplished by way of advertisement in print media, electronic media, banners and buntings. 2. Institutional Sales: The Company should explore more avenues for institutional sales and OE sales. Besides making arrangement with the manufacturing company at OE level, these can got fitted at dealers showrooms. 3. Pricing: Though keeping in view, high cost inputs and no compromise over quality, the rates fixed look reasonable but in view rates offered by other players in the market for the same product the company should revise their rates to combat competition. 4. Looks of Remotes: Company should take measures to keep pace with time and bring forth attractive remotes, as the consumer not only prefers quality product but also falls at looks of the remote. Some competitors who have introduced new and attractive remotes are reaping enhanced sales. 5. Incentives to dealers: The Company should offer more incentives to dealers by way of cash and quantity discounts to augment sales without credit liability. The Company can also propose group tours in India and abroad to dealers meeting or exceeding sales target. 6. Exclusive sales outlet: The Company may open exclusive showrooms in major cities covering all product lines marketed by the company. This leaves a convincing effect on the consumers regarding reliability of product quality and pricing. 7. Extended Warranty: The Company should introduce extended warranty against nominal payment. 8. The company should provide wiring harness/coupler against all brands of vehicles as normally consumer insists that while fitting security system the wiring of the vehicle should not be tampered with. 9. The company should ensure more expeditious after sales service.

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CONCLUSION
The management of Autocop India Pvt Ltd is highly professional and quality conscious, spearheading to accomplish its sales target. The livewire sales team has proved its mettle by capturing 84% market share of the product, which in no way is a mean achievement. The management, however, is not getting complacent and is striving more assiduously to touch new dimensions in augmenting its sales. More inputs in promotional activities creating better awareness of existing and newly launched products, targeting prospective two/four wheeler owners shall pay rich dividends. Better participation of dealer in

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sales promotion activities to induce their interest in more sales by extending incentives. The claim of the company of its market share appears to be genuine and the respondents, by and large seem satisfied with the performance of the product and companies after sales service.

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