National Law University, Odisha

PROJECT WORK ON
MARKETING MANAGEMENT

SEMESTER III

Theme- Role of IT and IOT in Marketing

Topic- case study on Mahindra XUV700

Submitted by- Sagar Priyadarshi(2020BBALLB056)

Aditya Kumar Pandey(2020BBA03)

Submitted to- Mr. Kumar Biswas

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 INDEX

Table of Contents
ACKNOWLEDGEMENT............................................................................................................................................3
EXECUTIVE SUMMARY...........................................................................................................................................4
Introduction of IT.........................................................................................................................................................5
Introduction of IOT.........................................................................................................................................................6
GOVT Regulations on IOT..........................................................................................................................................7
Role of IT and IOT in Automobile sector....................................................................................................................7
CASE STUDY ON MAHINDRA XUV 700 (W.R.T. IT AND IOT)..........................................................................9
MARKETING STRATEGY AND REASON BEHIND SUCCESS OF MAHINDRA...........................................12
BIBLIOGRAPHY.......................................................................................................................................................13

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 ACKNOWLEDGEMENT
“Project Work is a learning experience which aims to provide students with the opportunity to synthesize
knowledge from various areas of learning, and critically and creatively apply it to real life situations. This
process, which enhances students’ knowledge and enables them to acquire skills like collaboration,
communication, and independent learning, prepares them for lifelong learning and the challenges ahead.”
I would sincerely like to thanks Mr. Kumar Biswas Sir for his constant guidance in completion of project. I
would be grateful of him, because of his unflinching support and guidance this project could not be turned
into reality. He guided and hold various session in order to clear doubts regarding project and helps us to
proceed in the right direction.

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 EXECUTIVE SUMMARY
The purpose of the project is to aware readers about the concept of information technology and widely used
term Internet of Things. In this project we tried to give details of the topic and give a crystal picture with the
help of a case study.
Mahindra and Mahindra is a global Indian automobile manufacturer with headquarters in Mumbai,
Maharashtra. The company began operations in 1945 and has since grown to become one of India's largest
vehicle manufacturers. Mahindra and Mahindra is a global Indian automobile manufacturer with
headquarters in Mumbai, Maharashtra. The company began operations in 1945 and has since grown to
become one of India's largest vehicle manufacturers.
A marketing strategy is a company's overall plan for reaching and turning potential customers into paying
clients for its goods or services. A marketing strategy contains the value proposition of the firm, key brand
message, information on target customer demographics, and other high-level features. A comprehensive
marketing strategy encompasses the four P's of the market, namely product, pricing, placement, and
promotion.

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 Introduction of IT
Information technology in India which is also called the IT, is an industry comprising of two major parts: i)
IT services ii) Business Processing Outsource-BPO. Earlier in 1998 the IT sector contributed 1.2% in our
country’s GDP which has increased vastly to 7.7% in 2017.
HISTORY OF IT
The Indian IT services industry began in Mumbai in 1967 with the establishment of Tata Consultancy
Services, which collaborated with Burroughs to launch India's IT services export in 1977.
In 1973, Mumbai saw the establishment of SEEPZ, the first software export zone and forerunner of today's
technology parks. In the 1980s, SEEPZ accounted for more than 80% of the nation's software exports.
The Task Force issued a detailed background study on the condition of technology in India, as well as an
Information Technology Action Plan with 108 recommendations, within 90 days of its inception. Because it
depended on the information and grievances of state governments, federal agencies, colleges, and the
software industry, the Task Force was able to work swiftly. Much of what it proposed was similar to the
thinking and recommendations of international organizations like the World Trade Organization (WTO), the
International Telecommunications Union (ITU), and the World Bank. In addition, the Task Force reviewed
Singapore's and other countries' experiences with similar systems.
In 1991, the Department of Electronics overcame the deadlock by establishing Software Technology Parks
of India (STPI), a government-owned business capable of providing VSAT communications without
jeopardising the government's monopoly. STPI established software technology parks in a number of
locations, each of which offered firms with satellite connectivity; the local link was a wireless radio link.
The government began permitting individual firms to have their own dedicated lines in 1993, allowing work
done in India to be transmitted directly outside the country. Indian companies quickly persuaded their
American clients that a satellite link was just as dependable as a team of seasoned specialists in the client's
office.
The US began hiring workers to correct the Y2K bug all around the world, and India dispatched a huge
number of engineers to assist with the problem. The requirement to address this issue has strengthened
India's BPO (Business Process Outsourcing) business. India provided highly qualified engineers at an
affordable salary. India supplied highly skilled engineers at a low cost. Many Indian Technology firms, such
as Infosys and TCS, employed people to bolster their Technology bases, and IT hubs such as Bangalore and
Hyderabad grew.

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 Introduction of IOT
The Internet of Things (IoT) refers to physical things or groups of objects that include sensors, processing power,
software, and other technologies that connect to and exchange data with other devices and systems over the Internet or
other communication networks. The confluence of numerous technologies, including ubiquitous computing,
commodity sensors, more powerful embedded systems, and machine learning, has propelled the area forward.
The Internet of Things is enabled by traditional fields such as embedded systems, wireless sensor networks, control
systems, and automation (including home and building automation).
IoT technology is most closely associated with products that support the concept of the "smart home," such as lighting
fixtures, smart gadgets, security systems and camcorders, and other household appliances that can be controlled by
consumer-market devices associated with that ecosystem, such as smartphones and smart speakers. The Iot might also
be utilized in healthcare and nursing.
There are a variety of worries regarding the hazards associated with the expansion of IoT technology and devices,
particularly in terms of privacy and security, and as a result, industry and government attempts to address these
concerns have begun.

HISTORY OF IOT
In 1982, a modified Vanilla coke vending machine at Carnegie Mellon University became the first
ARPANET-connected equipment, reporting inventory and whether newly filled beverages were cold or not.
The modern concept of the Internet of Things is based on Mark Weiser's 1991 paper "The Computer of the
Twenty-First Century," as well as academic conferences such as UbiComp and PerCom.
The term "Internet of Things" was first used in a talk given by Peter T. Lewis in September 1985 at the 15th
Yearly Parliamentary Weekend of the Congressional Black Caucus Organization in Washington, D.C.
As per Lewis, "the Internet of Things, or IoT," is "the integration of people, processes, and technology with
connected devices and sensors to enable remote monitoring, status, and command."
Kevin Ashton of Procter & Gamble, subsequently MIT's Auto-ID Center, invented the term "Internet of
Things" in 1999, however he prefers the name "Internet for Things." He saw radio-frequency identification
(RFID) as critical to the Internet of Items at the time because it would enable computers to manage all of the
individual things. The core concept of the Internet of Things is to implant short-range mobile transceivers in
a wide range of gadgets and everyday necessities in order to enable new forms of communication between
people and things, as well as between things themselves.

GOVT Regulations on IOT

Data is a key driver of the Internet of Things. The ability to access, store, and analyse data is critical to the
success of the notion of linking devices to increase their efficiency. Companies participating in the Internet
of Things collect data from a variety of sources and store it in their cloud network for further analysis. This
raises concerns about privacy and security, as well as creating a single point of failure for several systems.
Other problems to examine include customer choice, data ownership, and how data is utilised. Regulating
and managing these concerns of privacy, security, and data ownership is still a work in progress.

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The regulation of IoT differs per nation. The Privacy Act of 1974 in the United States, the OECD Guidelines
on the Protection of Privacy and Transnational Flows of Personal Data in 1980, and the EU Directive
95/46/EC in 1995 are all instances of privacy and data collection legislation.
The Federal Trade Commission (FTC) issued the following recommendations in a report published in
January 2015.
• Data Security - When developing IoT systems, organisations must ensure that data collection, storage, and
processing are always safe. Businesses should employ a "defence in depth" strategy, encrypting data at each
level.
• Data permission - customers should be allowed to select what data they share with IoT companies and be
alerted if their data is compromised.
• Data minimization - IoT companies should collect just the data they need and store it for a limited amount
of time.
For the time being, the FTC has settled for providing recommendations.
The Federal Trade Commission concluded that the current framework, which encompasses the FTC Act, the
Fair Credit Reporting Act, and the Children's Online Privacy Protection Act, as well as developing consumer
education and business guidance, participating in multi-stakeholder efforts, and advocating to other federal,
state, and local agencies, is sufficient to safeguard consumer rights.

Role of IT and IOT in Automobile sector

The Internet of Things is one of the world's most significant accomplishments (IoT). IoT applications may
also be found in the car industry. This industry, like any other, is growing used to the applications of IoT.
We'll look at a few of the Internet of Things' applications in the global car industry. The entire investment in
the car sector continues to increase. This enterprise is expected to be valued more than $9960 million by
2025, according to current projections. Indeed, by 2025, the Internet of Things will be an integral part of the
design of numerous car types.
1.Predictive Maintenance
 In the field of IoT,
Car maintenance may be done in two ways: preventative or predictive. The predictive maintenance strategy i
s more practical. It’s simpler to take action if you know when your car is about to run out of gas, and we can
’t overlook the role of IoT in this.
With the introduction of IoT, achieving a predictive strategy has become easier. For example, you may moni
tor numerous elements of your car in real time by incorporating IoT into the vehicle’s operating system.
All of the collected data may be used to forecast when an automobile will require maintenance.
2. Autonomous vehicle
Have you imagined how cool it would be if a vehicle could run on its own without any driver? Well, it
would be great. Such a car is commonly known as an autonomous car. A fully autonomous car has not been
developed yet, but several manufacturers are in the process of launching one. Such a vehicle will be nothing
less of a revolution. You must understand that the role of IoT is huge in manufacturing an autonomous
vehicle.

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3. Easy Communication
This may sound new, but IoT can create easy communication between vehicles. This feature of IoT comes
under the smart infrastructure category and is one of the most demanded technologies of the present era.
You may be confused regarding the aim of a vehicle to vehicle communication. So, let me help you out right
here. If two vehicles are connected, and information regarding route taken, speed, etc., are figured out, it is
easier to stop any possibilities of accidents. Under such a vehicle-to-vehicle communication, if two cars are
accident-prone, both drivers will receive notifications about the possibilities, thanks to the role of IoT.

CASE STUDY ON MAHINDRA XUV 700 (W.R.T. IT AND IOT)

Mahindra XUV 700 launched earlier this year; the newly launched car has been a popular choice among its
rival. The new Mahindra XUV is one of the best-kitted cars among the price range of 20 lakhs. The newly
launched car has seen a tremendous application of information tech and use of internet of things. In this
section we will try to analyse the different automotive IOT, which Mahindra offers and will list some of
them and describe them for better understanding of the concepts.
Some key driving and non-driving features of Mahindra which include the role of IT and IOT are:
1) Advanced driver assistance system (ADAS)
2) Adaptive cruise control
3) Blind-spot assist
4) Drowsy driver detection
5) Lane keep assist
6) Personalised speed warning system

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7) Automotive telematics
8) Autonomous emergency braking

Automotive Internet Of Things

The term automotive IoT refers to the incorporation of Internet of Things (IoT) technology into automotive
in order to create new applications and solutions that can make vehicles smarter and more intelligent,
allowing for safer, more efficient, and more pleasurable driving.
1) ADAS (Advanced Driver-Assistance Technologies) is a catch-all term for a range of active safety
technologies in automobiles that enable drivers to take timely control of their vehicles by notifying them of
possible road dangers. Vision, RADAR, and LIDAR-based in-vehicle sensors are used by ADAS systems to
scan the vehicle's surroundings and provide guidance to the driver for a safer and more comfortable driving
experience. Some of the most essential ADAS technologies include adaptive cruise control (ACC), lane
departure warning systems, crash warning systems, blind spot detection systems, night vision systems, and
parking assistance systems.
Multiple sightings of the new Mahindra XUV700 with a camera on the front windscreen have confirmed the
presence of an Advanced Driver Assistance System. The ADAS receives data from hardware devices such
as cameras, sensors, and radars installed throughout the vehicle. The assistance system uses these inputs to
provide active safety and convenience features for the driver and passengers.

2) Adaptive cruise control- Adaptive Cruise Control is a much-awaited technology in India, but

automakers have put it on the backburner owing to Indian traffic conditions. ACC is divided into several
levels, with the least intrusive (level 1) being the least intrusive and the most intrusive (level 3) being the
Auto-Pilot feature seen in Teslas. If the XUV 700 comes with an ACC system, it will very certainly be a
Level 1 like the one seen in the MG Gloster. However, this will be the first time a car in this sector has such
cutting-edge technology

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3) Blind spot assist-As part of the ADAS, the Mahindra XUV700 could have a Blind Spot Assistant. This is
a well-known function in the automotive industry, but it will be the first time we see it in a car in this price
category. This is where the car will determine whether or not the blind spot proximity is clear.

4) Drowsy driver detection-This function is standard on most cars sold in the foreign market; however, it is
a first for a vehicle manufactured in India. When the Drowsy Driver Detection feature senses that the driver
is too fatigued or sleepy, it automatically displays a warning on the dashboard. This is a very useful feature
for folks who plan on taking their XUV700 on extended excursions.

5) Lane keep assist-The Lane Keep Assist feature, which works in tandem with adaptive cruise control to
keep the car steady within the allocated lanes, is a wonderful addition for comfortable highway driving. If
the driver switches off the indicators on each side, some smart systems allow the car to change lanes
seamlessly.

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6) Automotive Telematics- Telematics is a technique that tracks and monitors a vehicle's position, motions,
and other diagnostic data using telecommunications and information technology. Vehicle statistics such as
pace and idling, fuel usage, tire pressure, and vehicle failure may be monitored in real time using automotive
telematics systems.

7) Personalised speed warning system-The XUV700 will have a Personalized Speed Warning System,
which will inform the driver in the voice of his or her family members or loved ones if the car detects that it
is over a specific speed restriction, according to a video recently published by Anand Mahindra. If enabled
across the industry, this functionality will undoubtedly reduce the number of over speeding situations.

8) Autonomous emergency braking- Autonomous Emergency Braking is another capability that is

supported by the ADAS. The AEB detects a fixed or moving object in close proximity to the car using data
from cameras and sensors. If the system detects that the driver has not yet commenced braking, it will send a
warning and apply the brakes automatically to avoid a collision or reduce the severity of a collision that
cannot be avoided.

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 MARKETING STRATEGY AND REASON BEHIND SUCCESS OF MAHINDRA
Quantity of products without undermining quality-The business prioritised the production of numerous
automobile models while taking into consideration customer preferences. Most customers desire a choice of
models and characteristics in automobiles that will help them by delivering higher performance and superior
services from the firm as compared to other car producing organisations.
Customers demand top-of-the-line quality products because they are paying a premium for them. This
company's strategy has aided in preserving the company's qualities, and as a result, it has grown in
popularity.
Advertising-The company's great advertising and campaigning techniques resulted in outstanding outcomes
and enormous success. Many celebrities from the entertainment sector appeared in the campaigns. They
have taken a number of initiatives to promote the automobiles all around the world. To market its business,
the corporation used both print and visual media.
The XUV launch was remarkable in that it reached the public early in its launch cycle. Within a week of its
introduction, the firm attempted to wow the market with its newly created logo. The approach was to
involve the consumer at every stage — design, logo, pricing, pre-launch, and launch itself.
When the new XUV was introduced at an incredibly competitive price of about 13 lakhs, it was just
tempting and a pleasure pricing. As a consequence, there were over 6 lakh website visits before to the debut,
over 10 lakh webcast views of the launch event, over 40,000 test-drive requests on Day 1, and lastly,
advance orders for more than ten months. The critical mass had already been reached.
M&M created a distinct brand identity for the XUV by retaining Mahindra's DNA of powerful and robust
vehicles while also appealing to urban, savvy consumers who had previously not considered Mahindra or
had only considered sedans.

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What makes Mahindra and Mahindra market stormers from the rest- The first stage is to gain a
thorough understanding of your customers and gain the necessary insight to meet their unmet wants. Both
the product design and positioning of the XUV were based on incredibly relevant consumer requirements
and insights. We had a clear vision, daring goal-setting, and excellent execution once we had the pulse of the
market.
Most crucially, the amenities included in the New Age XUV700 are rarely found in vehicles priced beyond
Rs. 30 lakhs on Indian roads, maintaining true to the brand's primary promise of providing an international
experience at disruptive pricing.
Pro-active upgrades-Consumer expectations are quite dynamic in this era of fast evolving technology,
therefore proactive improvements are essential. It's simple for a product to lose its relevance over time if it
can't adapt pro-actively to these shifting needs. We ensured that the XUV500 matched the demands of the
fast-evolving Indian market through frequent upgrades and modifications, as well as various special
editions.

BIBLIOGRAPHY
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https://gomechanic.in/blog/autonomous-driving-xuv700/
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https://nvestopedia.com/terms/m/marketing-strategy.asp#:~:text=A%20marketing%20strategy
%20refers%20to,and%20other%20high-level%20elements.
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Strategy. Journal of Marketing, 51(2), 1–10.
Expansion and Modernisation. (1998). Economic and Political Weekly, 33(49), 3096–3096.
Gershenfeld, N., Krikorian, R., & Cohen, D. (2004). The Internet of Things. Scientific American,
291(4), 76–81.

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