2011

CHEVROLET- THE BRAND

RAJNEESH KARLOOPIA 11010940 8/1/2011

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2011

LOVELY PROFESSIONAL UNIVERSITY

LOVELY SCHOOL OF COMMERCE AND ECONOMICS

Report on Summer Training

CHEVROLET SEGMENATION, SALES TRENDS, SALES PROMOTION AND SALES PROCESS.

Submitted to Lovely Professional University In partial fulfillment of the Requirements for the award of Degree of Master of Commerce Submitted by: Name of the student: RAJEESH KUMAR KARLOOPIA University Roll No. 11010940

LOVELY SCHOOL OF COMMERCE AND ECONOMICS LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

RAJNEESH KARLOOPIA

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DECLARATION
I hereby declare that the project titled CHEVROLET a BRAND SEGMENATION, SALES TRENDS, SALES PROMOTION AND SALES PROCESS is an original piece of research work carried out by me under the guidance and supervision of Mr. Aadil Umar (In House trainer). The information has been collected from genuine & authentic sources.

Place:

Signature:

Date:

Name of the student

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ACKNOWLEDGEMENT
It gives us pleasure to express our most profound regard and sense of great in debtedness and sincere gratitude to Mr. Aadil Umar ( In House trainer ) and Miss Prabhjot Kour (mentor)for his superb and painstaking guidance, untiring help, keen interest and constant encouragement thought the period of project . I also thank Mr. Karun Sharma (Showroom Manager) and Mr. Kulvir Kotwal (Sales manager) who helped us with our various queries during the training period. And at last but not the least, we would express our hearty gratitude to the K.C Motors ,N.H.-1, Bye Pass Road, Jammu (J&K) who gave us opportunity to work in their organization and complete our summer training and project. I would also like to express my thanks to the all other staff members and people who directly and indirectly helped me in completion of the project.

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ABSTRACT
In this Summer Internship I tried to learn the various aspects to be positioned in the market. With the help of this project I tried to find out about the brand CHEVROLET. This report gives an overview of the segmentation of cars done by Chevrolet. I also tried to study the sales trends of Chevrolet in K.C. Motors, Jammu and the sales promotional techniques used by them to boost their sales. I further studied about the history of Chevrolet. I also got to know about the key strategic initiatives taken by Chevrolet for sale process and the segmentation of various car of Chevrolet and the price band in which they are falling and the various models available in the market and the different way of promotions. This project helped me in enhancing my knowledge in sales, customer interactions, query handling, maintaining customer database, sales pitch.

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Contents
LOVELY SCHOOL OF COMMERCE AND ECONOMICS..................................................................................... 2 Report on Summer Training ..................................................................................................................... 2 INTRODUCTION ............................................................................................................................................. 9 K. C. MOTORS, N.H-1 BYE PASS ROAD, JAMMU- 180001 ........................................................................... 10 OBJECTIVES ................................................................................................................................................. 10 HISTORY ...................................................................................................................................................... 11 THE NAME BEHIND THE NAME. ..................................................................................................... 11 CHEVROLET IN INDIA ....................................................................................................................... 11 MANUFACTURING FACILITIES IN INDIA .................................................................................................. 12 CSIPL. SALES NETWORK.......................................................................................................................... 12 CSIPL. AFTER SERVICE NETWORK ........................................................................................................... 12 CHEVROLET MODELS .................................................................................................................................. 12 CHEVROLET SEGMENTATION ...................................................................................................................... 15 HATCHBACK CARS ............................................................................................................................ 15 I. a. b. c. d. e. f. g. II. a. b. c. CHEVROLET BEAT ..................................................................................................................... 15 DESCRIPTION............................................................................................................................... 15 FEATURES .................................................................................................................................... 15 APPEARANCE .............................................................................................................................. 15 COMFORT ..................................................................................................................................... 15 SAFETY ......................................................................................................................................... 15 PRICE ............................................................................................................................................. 16 COLOR OPTION ........................................................................................................................... 16 CHEVROLET AVEO U-VA .......................................................................................................... 16 DESCRIPTION............................................................................................................................... 16 FEATURES .................................................................................................................................... 16 PRICE ............................................................................................................................................. 17

d. COLOR OPTION ............................................................................................................................... 17 III. a. b. CHEVROLET SPARK ............................................................................................................... 17 DESCRIPTION............................................................................................................................... 17 FEATURES .................................................................................................................................... 18 Page 6

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c. d.

MODEL AVILABLE ..................................................................................................................... 18 COLOR OPTION ........................................................................................................................... 18

SEDANS CARS .............................................................................................................................................. 18 I. a. b. c. d. e. f. II. a. b. c. d. III. a. b. c. d. CHEVROLET CRUZE ................................................................................................................... 18 DESCRIPTION............................................................................................................................... 18 FEATURES .................................................................................................................................... 19 APPEARANCE .............................................................................................................................. 19 COMFORT ..................................................................................................................................... 19 SAFETY ......................................................................................................................................... 19 PRICE ............................................................................................................................................. 19 CHEVROLET OPTRA MAGNUM ............................................................................................... 19 DESCRIPTION............................................................................................................................... 19 FEATURES .................................................................................................................................... 20 COLOR OPTION ........................................................................................................................... 20 PRICE ............................................................................................................................................. 20 CHEVROLET AVEO ................................................................................................................. 20 DESCRIPTION............................................................................................................................... 20 FEATURES .................................................................................................................................... 21 PRICE ............................................................................................................................................. 21 COLOR OPTION ........................................................................................................................... 21

MULTI UTILITY VEHICLE ( MUV ) ................................................................................................................. 22 I. a. b. c. d. CHEVROLET TAVERA................................................................................................................ 22 DESCRIPTION............................................................................................................................... 22 FEATURES .................................................................................................................................... 22 COLOR OPTION ........................................................................................................................... 22 PRICE ............................................................................................................................................. 23

SPORTS UTILITY VEHICLE ( SUV ) ................................................................................................................. 23 I. a. b. c. CHEVROLET CAPTIVA............................................................................................................... 23 DESCRIPTION............................................................................................................................... 23 FEATURES .................................................................................................................................... 23 COLOR OPTION ........................................................................................................................... 23 Page 7

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d.

PRICE ............................................................................................................................................. 24

SALES TREND OF K.C. MOTORS ................................................................................................................... 25 SALES PROMOTION OF K.C. MOTORS ......................................................................................................... 27 1. 2. ADVERTISEMENT BY CISPL. .................................................................................................... 27 ADVERTISEMENT BY K.C. MOTORS ...................................................................................... 27

K.C. MOTORS SALES PROCESS ..................................................................................................................... 27 1. RETAILING ....................................................................................................................................... 27 2. SALES PROCESS .............................................................................................................................. 27 INTERNSHIP AT K.C. MOTORS ..................................................................................................................... 29 FINDINGS..................................................................................................................................................... 31 RECOMMENDATION ................................................................................................................................... 31 REFERENCES ................................................................................................................................................ 32

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INTRODUCTION
Today, Chevrolet is eight years old in India. And in these eight years, Chevrolet, or Chevy as it is fondly known, has established a rapidly growing reputation. With eight world-class car lines in its portfolio for India, from the entry-level Spark to the premium Captiva SUV, Chevrolet caters to every customers preference and budget. And each one of these car has been received enthusiastically by buyers across the country. Over the years, Chevrolet has not only pioneered innovations in car technology, but by putting the ownership experience ahead in customer service too. Today Chevrolet unmatched warranty cover is an industry benchmark. Its unique maintenance scheme makes sure that running your favorite Chevrolet never burns a hole in your pocket. Chevrolets absolutely zero-tolerance approach to defects means the bowtie is the ultimate symbol of peace-of-mind. So that is what which makes Chevrolet so special for motorists across India and World. But the magic of Chevrolet goes beyond the cars themselves. The magic of Chevrolet lies much deeper-in its spiritual understanding and unbridled passion for motoring. And it is this that keeps Chevrolet constantly pushing the art and science in motoring to give you cars that appeal to your body, soul and mind.

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K. C. MOTORS, N.H-1 BYE PASS ROAD, JAMMU- 180001

K.C. MOTORS, N.H-1 Bye Pass road, Jammu 180001 was built in 2003 on Jammu- Srinagar National Highway near about 6 kilo meter away from the city. K.C. Motors is the authorized dealer of Chevrolet in Jammu and Kashmir, it has its branch in both Jammu and Kashmir division. K.C.Motors, Jammu also deliver vehicles to Srinagar on order.

The boards of directors of K.C. Motors are: Ankur Mahajan Sanjay Mahajan Raju Choudhary

The main staff of K.C. Motors is: Surinder Gupta General Manager Kulvir kotwal Sales Manager Karun Sharma Showroom Managers Aadil Umar In house Trainer

OBJECTIVES
To find out the segmentation done by Chevrolet. To find out sale process of K.C.Motors, Jammu. To find out sales trend of K.C.Motors, Jammu for a period of six month. To find out different ways adopted by K.C.Motors, Jammu for its sales promotion.
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HISTORY
THE NAME BEHIND THE NAME. Chevrolet was co-founded by Louis Chevrolet and William C Durant. Louis Chevrolet was a race car driver, born on December 25, 1878, in La Chaux de fonds, Switzerland. William Durant, founder of General Motors, has been forced out of GM in 1910 and wanted to use Louis Chevrolets designs to rebuild his own reputation as a force in automobile industry. The first Chevrolet to come off the line at a new factory in Detroit in 1912 was the Chevrolet Classic six. It was a big, powerful, and pricey four-seat touring convertible, targeted at the rich and famous. But Durant was quickly realized that if he was to develop his company, he need to build cheaper cars that he could sell in volumes. Louis Chevrolet was adamant that his name should only appear on luxury vehicles. Chevrolet quit, selling his stock in the company and went on to form the Forntenac Motor Corporation. By 1917 he has built a new, highly advanced racing car, complete with aluminum engine. But without money to build it, he signed on as chief engineer for a new company called American Motors Corporation. He helped develop a large tourer, but when production began, he was told to go. The Monroe Company eventually hired Chevrolet to build a race car. He update his Frontenac racer and with his younger brother Gaston at the wheel, won the 1920 Indianapolis 500. Louis Chevrolet went on to try and launch Frontenac Motors as a car-maker, but the company quickly went bankrupt. He turned to boat racing in 1925, winning the Miami regatta, but victory didnt translate into commercial success. Finally in 1934, Chevrolet re-employed by General Motors in a minor position, but illness forced him to retire in 1938. Chevrolet died in 1941, at the age of 63, and was buried in Indianapolis, the scene of his greatest racing triumph. While Louis Chevrolet may have spent just two year working with William Durant, the company he gave his name has lasted almost a century and has become one

CHEVROLET IN INDIA Chevrolet Sales India Private Limited is a division of General Motors India Private Limited which in turn is a subsidiary of General Motors of the United States. It is the 5th largest car maker in India after Maruti Suzuki, Hyundai, Tata and Mahindra. Chevrolet is among the newest brands in India launched by GM's India operations. Until June6, 2003 (the official birthday of Chevrolet), GM India which was originally a joint venture with Hindustan Motors. Chevrolet came to India in 1928. An office was set up in Bombay with an assembly plant constructed in Sewree. General Motors was the first automobile company to open an assembly plant in India. Vehicle Production started in 1928 with the National Series AB Touring. In 1952-53 the socialist Indian Government forced General Motors India to shut shop, along with other foreign car companies. However in 2003 Chevrolet Sales India Private Limited was established and the

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Chevrolet brand was re-launched in India. It replaced Opel as the only brand offering by General Motors India Private Limited.

MANUFACTURING FACILITIES IN INDIA

CSIPL operates vehicle manufacturing plants in Halol, Gujarat and Talegaon Dab hade, Maharashtra. It maintains headquarters in Halol and Gurgaon and a large technical center in Bangalore. Its Halol and Talegaon Dab hade manufacturing plants have a combined production capacity of 385,000 vehicles annually. Chevrolet imports captive from South Korea.

CSIPL. SALES NETWORK

As 2010, CSIPL currently has 205 dealerships in178 cities across India.

CSIPL. AFTER SERVICE NETWORK

As 2010, CSIPL currently has more than 200 service centers in 178 cities across India.

CHEVROLET MODELS
CSIPL currently sells three hatchbacks, three sedans, one MUV and One SUV. Chevrolet Optra (Launched 2003)

Chevrolet Tavera (Launched 2004)

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Chevrolet Aveo (Launched 2006)

Chevrolet Aveo U-VA (Launched 2006)

Chevrolet Spark (Launched 2007)

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Chevrolet Captiva (Launched 2008)

Chevrolet Cruze (Launched 2009)

Chevrolet Beat (Launched 2010)

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CHEVROLET SEGMENTATION
HATCHBACK CARS I. CHEVROLET BEAT a. DESCRIPTION General Motors India will add another small car, the Chevrolet Beat to its already impressive portfolio of Chevrolet Spark and Aveo in India. The new Chevrolet Beat will be launched in India somewhere at the end of 2009 and will cost around Rs. 4.30 lakhs. Restructured General Motors seems to be making all the right noises lately. The popular and core brand of GM Motors Chevrolet will launch a stylish and feature-rich car called Chevrolet Beat sometime around the end of 2009. The Chevrolet Beat promises to be one notch above the rest of the small cars in its segment as lot of eye for detail has gone into the design which is said to be a winner from Chevrolet. GM India President and CEO Karl Slym said: ?Based on the Beat concept, which has a funky and futuristic design, the new mini car will be positioned above the Spark. "It will be a high-end small car,"

b. FEATURES
Elegantly designed high bonnet Leaf-shaped and attractive headlamps Spacious interiors Rear Wiper Beautiful exteriors adding to the 'style quotient' of the Beat

c. APPEARANCE
The Chevrolet Beat is a cute little car under production and will in all likeliness be a winner on Indian roads. The Chevy Beat dons superlative design which would put all its competition to envy. The elegantly designed exteriors are sure to be the 'X' factor which sets the Chevrolet Beat ahead of other small cars on Indian roads. d. COMFORT Even though much is not out on the Chevrolet Beat yet but we have learnt that lot of work has gone into ensuring that the Chevrolet Beat 'beats' all its competition by providing maximum comfort to its passengers. The interiors are said to be spacious and designed to ensure maximum comfort to the occupants of the car. e. SAFETY The success of Chevrolet Spark and Aveo in India has proven Chevrolet's commitment towards safe and feature rich car models. The third small car launch Chevrolet Beat is set to be no different from its predecessors as it will leave no gaps when it comes to safety of the passengers. Safety features include front and back airbags along with Electronic Brake-force Distribution (EBD) and Anti-lock Braking System (ABS).
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f. PRICE
Available Versions Petrol LPG Price (Rs.) Rs. 4.,35,530 Approx. Rs 4,74,000 Approx.

g. COLOR OPTION
II. Line beige Cocktail green Super red Caviar black Misty lake Moroccan blue Olympic white

CHEVROLET AVEO U-VA a. DESCRIPTION Enjoy the incredibly spacious and powerful Chevrolet Aveo U-VA hosting number of cool and catchy features that offers a great driving and riding experience. Chevy U-VA wears a compact look providing ample space from interior and sporty stunning looks from the exteriors. This compact hatchback car from General Motors has been awarded with Car of the Year Award 2007 from NDTV Profits and Business Standard Motoring. The Hatchback car family of India has got a new member Chevrolet Aveo U-VA from the world's largest car maker General Motors (GM). This small car in the B segment is big in space and comfort & better in performance and safety. U-VA boasts roomy and premium quality interior with sporty speedometer, tachometer, and comfortable seats for all occupants, convenient cup holder (front & rear) has been nicely graced with peppy and attractive hatchback. Chevy U-VA With its comfy spaciousness and attractive features may pose a tough competition to its rival models from Maruti and Hyundai. Chevy Aveo U-VA has been designed thoughtfully to deliver hassle free riding experience in different Indian road conditions. Launched in three variants Chevy U-VA is available for sale throughout India in beautiful color options bearing a price tag of Rs. 4.0 lacs. b. FEATURES Attractive sporty looks Body coloured bumper with catchy front chrome grill Bright grey interior color scheme Convenient cup holder at Front and Rear
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Remote fuel filler and tailgate release Engine check lamp Door ajar warning lamp Equipped with headlamp levelling device Front and rear bumpers resistant to 2.5 MPH collision

c. PRICE Variant AVEO U-VA 1.2 LS AVEO U-VA 1.2 LT Price (ex-showroom Delhi) Rs. 4,30,094 Rs. 4,34,724

d. COLOR OPTION Blazing Red Platinum Metallic Icy Blue Intense Black Cashmere Rainforest Green

III.

CHEVROLET SPARK a. DESCRIPTION Chevrolet Spark is a flamboyant model launched by world's leading auto company General Motors (GM) that also made its entry into the Hatchback car segment of India. Chevy Spark, with its sporty looks, roomy space, true riding comfort and competitive price tag, would definitely 'Spark' the small car segment in India that is dominated by Hyundai, Maruti and Tata. Making its foray in the highly competitive 'hatchback' segment world's leading car maker General Motors (GM) has launched Chevrolet Spark in India. The modern, dynamic and stylish 'Chevy Spark' comes with loads of sporty features packed with high power performance. Chevrolet Spark is powered with very powerful, fuel efficient 1.0 Litre S-TEC engine that delivers power of 63 ps @ 5400 rpm. The interiors and exteriors of Chevrolet Sparks have been designed intelligently - seats of high quality fabrics, classically styled dash board with easily visible instrument panel , roomy leg space, noise insulating mat, sporty roof rails fitted alloy wheel and smiling face looks will definitely make your drive a 'fun drive'.

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b. FEATURES

Powered by the advanced S-Tec engine that delivers maximum power output even at lower speeds. Intelligent & compact packaging in terms of length & wheelbase. Intelligent & compact packaging in terms of length & wheelbase. High roof line for spacious head room for rear seat passengers. Outside mirrors are internally adjusted that is extremely useful in dusty conditions. Super cool air-conditioning system suiting Indian climatic conditions. Small turning radius of 4600 mm makes 'chevy spark' easy in handling. Energy absorbing hexagonal profile saves the occupants of car in event of collision.

c. MODEL AVILABLE

Spark 1.0 Spark 1.0 PS Spark 1.0 LS Spark 1.0 PS LPG Spark 1.0 LS LPG Spark 1.0 LT Spark 1.0 LT with Opt. pack(with airbag)

d. COLOR OPTION
Caviar black Topaz Misty lake metallic Linen beige Blazing red Olympic white

SEDANS CARS
I. CHEVROLET CRUZE a. DESCRIPTION General Motors India Pvt. Ltd. has plans to debut the stylish luxury sedan the Chevrolet Cruze in India. Expected around the end of 2009, the Chevrolet Cruze is set to be a winner on Indian roads. General Motors India Private Limited is expected to debut the Chevrolet Cruze in India by the end of 2009. With a futuristic design and a host of other features the upcoming Chevrolet Cruze sure looks to be one winner on Indian roads as and when it gets a launch. General Motors India Limited has gone into overdrive on its retail front by tying up with Bharat Petroleum Corporation Limited (BPCL) to set up service stations across the outlets of BPCL. Lot of consumer apprehensions related to the
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post sale servicing hassles are sure to get addressed with this exciting move. Chevrolet Cruze is studded with many exciting features which will surely attract a lot of buyers here in India. b. FEATURES c. Eye catching looks give the Chevrolet Cruze an edge over competition Neat and feature studded interiors Stylish front grille which adds on to the style quotient of the sedan Designed at multiple international facilities making it a truly global vehicle APPEARANCE The appearance of the upcoming Chevrolet Cruze is definitely one of of the strong points of this sedan. "Our goal in designing the Cruze was to be bold, not evolutionary," said chief designer Taewan Kim. He added: "We wanted to take a big step forward, making a strong design statement for Chevrolet products."

d. COMFORT The team of global designers has meticulously planned out the design of the Chevrolet Cruze. The sedan boasts of a number of features including well thought out controls and excellent interiors to provide for that rich driving experience. e. SAFETY Chevrolet Cruze has many safety features include Electronic Stability Control, airbags, warning lights for seat belts amongst many other features which are sure to provide the best of safety to the driver and the occupants of the luxury sedan. f. PRICE The Chevrolet Cruze is expected to be available around the end of 2009 and is expected to be in the price bracket of 15-18 lakhs. II. CHEVROLET OPTRA MAGNUM a. DESCRIPTION Chevy Optra Magnum, teamed with plush interiors, snappy aerodynamic design and the power of 2.0 litre TCDi (Turbocharged Common rail Direct Injection) diesel engine, makes a striking impression in diesel sedan car segment. The power dressed Optra Magnum has been geared with lots of advanced safety features, making sure the riders protection, without spoiling the comfort of drive. Check out this new diesel version of Chevrolet Optra- THE OPTRA MAGNUM. General Motors leading auto brand Chevrolet has powered the Optra Magnum with the very powerful 2.0 litre TCDi (Turbocharged Common rail Direct Injection) diesel engine that delivers 120 PS @ 3000 rpm with displacement of 1991 cc. that is very impressive in the diesel Sedan Segment. The interiors and exteriors of the Chevy Magnum has been designed intelligently and crafted to ensure the enjoyment of the drive in it. The tilt steering wheel adjustable to your seating position, arm rest with cup holder, large space, and all wheel independent suspension (AWIS) system ensures the smoothness of the drive. Up for sale the three
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variants of Chevy Magnum: 2.0 MAX TCDi, 2.0 LS TCDi and 2.0 LT TCDi has been priced between Rs. 8.75-10 Lacs.

b. FEATURES
Leather wrapped steering wheel, seats and gear knob. It has CD MP3 and cassette player. Chevy Magnum has almond shaped head lamps makes it stand apart. Chrome plated door handles and dashing alloy wheels. Equipped with Dual Air bags and ABS system with burglary alarm. Over 120bhp of power makes Optra Magnum the most powerful Diesel sedan in its segment. The bumpers of the car are 5MPH impact proof.

c. COLOR OPTION
The Chevrolet Optra Magnum is available in 06 tempting colors :

Icy Blue Blazing Red Platinum Metallic Casablanca White Cashmere Sparkling Diamond

d. PRICE
The Chevy Magnum has been priced between Rs. 8.75-10 Lacs.

III.

CHEVROLET AVEO a. DESCRIPTION Step inside the Chevy Aveo and you will find yourself in a whole new world of refreshing luxury packed in a Sedan car. The plush roomy interiors, stunning outlook to turn the heads and power packed optimum performance through the advanced engine that delivers 94ps of power. This impressive offering from world's top car manufacturer GM is here to stay. The Indian arm of world's leading car maker General Motors (GM) added a new feather of Chevrolet Aveo to the cap of sedan car segment in India. Aveo is available in 1.4 and 1.6-litre petrol engine options and hosting number of amazing features right from inside to outside. Use of fine quality fabric for the ergonomically designed seats, wood inserts, grey dashes and an effective air-conditioner adds soothing touch to the interior and a pleasure to the drive. Chevrolet Aveo is very impressive in
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terms of power performance, the 1399cc, 16 valves, 4 cylinder in-line engine, generates 94ps of power and 128Nm of torque for the great riding pleasure. With superb power and comfy ride, Chevy Aveo assures of a safe drive to its occupants all the time with its highend security features. The surprisingly good packages of comfort, performance and safety in Chevy Aveo is available in seven color options and have a price range from Rs. 5.506.0 Lacs.

b. FEATURES

2 tone beige interior with full fabric seats Rear seat integrated head rests Sporty chrome instrument cluster with white dials Engine Check Lamp Low fuel warning lamp Tiltable steering column Very effective Air Conditioner and Heater Chrome radiator grill giving Aveo a stunning looks 07 cool colors options

c. PRICE
Variant AVEO 1.4 Price (ex-showroom Delhi) Rs. 5,95,569.00

AVEO 1.4 LS Rs. 6,36,787.00 AVEO 1.6 LT Rs. 6,79,048.00

d. COLOR OPTION

Blazing Red Platinum Metallic Ivory Gold Icy Blue Intense Black Cashmere Casablanca White

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MULTI UTILITY VEHICLE ( MUV )

I. CHEVROLET TAVERA a. DESCRIPTION With the launch of Chevrolet Tavera, General Motors (GM) has tried to make a strong entry into the Multi-Utility Vehicle (MUV) segment. Eyeing on this less competitive market in India Chevy Tavera Car has been packed with number of browny features to make it a complete car for large families, corporate and fleet owners. Launched with 2.5 litre powerful diesel engine, Chevrolet Tavera has roomy interiors and impressive exteriors. Chevrolet Tavera Car is a Multi-Utility Vehicle (MUV) launched by one of the leading Indian auto maker General Motors (GM). Chevy Tavera has been brought in India after its grand success in Indonesian market and the Philippines. Offering number of utility, comfort and power packed features this Chevy MUV qualifies to become a perfect family car for those who need a large car with lots of comfort and performance. Chevrolet Tavera has been designed and engineered by Isuzu, General Motors (GM's) Japanese partner. The longer wheel base, sharp sloping bonnet and shorter roof provide Chevy Tavera a contemporary looks that are the key underlining features of this MUV. In terms of engine performance Chevrolet Tavera Car sounds good, the 2.5litre, direct injection, 2499 cc Isuzu diesel engine has four cylinder and delivers an impressive output of 80 bhp @ 3900 rpm. With its roomy interiors and larger seating capacity of 7 to 10 passengers, the Chevy Tavera scores good to become an option for the cab and large fleet owners.

b. FEATURES

Tilt quarter window Full fabric floor carpet Spare wheel under floor Body coloured steel bumpers and corners Step-in Rear Bumper Head rest for first and second row Remote Fuel Lid Opener Turbo Powered Robust 2.5 L diesel Engine According to Overdrive, Auto Magazine- Nov 06, Chevy Tavera offers best in class mileage of 14.3 kmpl Overall & 20.1 kmpl Highway

c. COLOR OPTION

Casablanca White Blazing Red Icy Blue Cashmere Intense Black Champagne Rain Forest
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d. PRICE
Chevrolet Tavera is available in the price range of Rs.6.10 - 7.50 lacs (ex-showroom Delhi).

SPORTS UTILITY VEHICLE ( SUV )

I. CHEVROLET CAPTIVA a. DESCRIPTION Chevrolet Captiva which launched by General Motors would flaunt lots of captivating features that may be a tough call for other players in the Sports Utility Vehicle (SUV) segment. World's leading auto player GM has placed Chevy Captiva in the SUV segment with number of sporty and power dressed characteristics that would take care of its riders comfort and safety. General Motors leading global brand Chevrolet has come up with Captiva under its Sports Utility Vehicle segment. The Chevrolet Captiva, was launched at the Geneva Motor Show. The stunning-sporty Chevy Captiva will be powered by petrol as well as diesel engines that will make it the only SUV vehicle in its segment. Chevrolet Captiva's all-wheel drive and specialized handling characteristics offer a safe and more secure drive in poor road conditions. Chevy Captiva will be equipped with fully integrated audio system including 06 CD changer with MP3 Player. The Chevrolet Captiva is loaded with eye-catching features like metal black and brushed aluminum look dashboard, external temperature display, electrically adjustable rear view mirror, easy to read semi-circular dials accentuated by aluminum rims, that will add X factor to your ride

b. FEATURES

An Active all-wheel drive system Traction Control System . Excellent storage space. Outside temperature, Compass Display. Self leveling independent suspension. Opening rear glass, so you needn't raise the entire tailgate to gain access to the boot. Equipped with advanced safety features like Anti-lock Braking System (ABS) & Hydraulic Brake Assist (HBA) . Offers seven seats - a package no other manufacturer can offer at this price level.

c. COLOR OPTION

Arctic White Dark Denim Gray metallic Mercury Silver metallic

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Zest Metallic Chino metallic Silverstone Grey metallic Granada Black metallic Merlot metallic Midnight Blue metallic

d. PRICE
The Price tag of Chevrolet Captiva SUV is around Rs 18 lakh.

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SALES TREND OF K.C. MOTORS

Sales figure of K.C. Motors for the past half year from January 2011 to June 2011 :VEHICLES MONTH JANUARY FEBRUARY MARCH APRIL MAY JUNE TOTAL SPARK BEAT UVA 1 0 1 1 0 0 3 AVE O 2 3 3 1 2 1 12 OPTR A 0 1 0 0 2 0 3 TAVER A 84 89 93 105 100 103 574 CRUZ E 2 1 8 5 4 4 24 CAPTI VA 0 0 2 0 2 2 6 TOTAL

15 11 16 39 19 26 126

14 5 18 14 13 7 71

118 110 141 165 142 143 819

As, we can clearly understand the trends of K.C.Motors, Jammu by seeing their sales figures of last six months from January to June. This table clearly shows that on an average 120 vehicle sold per month. We can see that in month of April that number of sale is more than other month 20% of total sale of six month, this is because it is the start of accounting year and most of people get their funds in end of march month which they are saved and they purchase car of that. Other thing is that sale of Tavera is near about 73% of total sale, this is because Tavera is multi utility vehicle, use as tourist cab. Jammu and Kashmir is well known for its tourist industry, people prefer Tavera to use as tourist cab, as it is comfortable, high performing car, good average and less price with comparison to other vehicle use as tourist cab. This is the why Tavera is more sold in Jammu and Kashmir. The other two car Beat and spark is also sold more than reaming cars of Chevrolet as spark is has good average, low price and low maintaince cost, as we compare it with the cars of same segment like alto, santro, indica etc and Beat is of sporty look , high average and more preferable by younger generation. The remaining all cars are costly as they are compared with the cars of their segmentation.

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total sales
january february march april may june

18%

14%

14% 17%

17%
20%

total vehicle sold in six month

spark beat u-va aveo optra tavera

16%

9% 0% 0% 73% 2%

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SALES PROMOTION OF K.C. MOTORS

1. ADVERTISEMENT BY CISPL. Commercial advertisement on different national TV channels using celebrities like Saif Ali Khan and Rani Mukharjee and also some TV serial stars. Advertisement on national print media like zig wheels of the times of India. And other newspaper. Advertisement on national magazines on cars like Auto world, Over drive etc. Sponsoring different shows like award function, serials, sports events etc. Celebrating different festivals by giving discounts, offers, schemes and prices

2. ADVERTISEMENT BY K.C. MOTORS Commercial advertisement in local TV channels like JK channel, Take 1 Advertisement on local air channel 92.7 Big fm. Celebrating different festivals by giving discounts, offers , schemes and prices Organizing road shows in different areas to attract customer. Advertisement on local newspapers: State times, Danik jagran, Amar ujala, etc. Visits to different government offices, corporate houses, schools, colleges and institutions.

K.C. MOTORS SALES PROCESS

1. RETAILING It means that selling cars on retail basis. In this case the customer come and enquires about the car, if he is interested he asks for purchase. If, at that time car is available they delivered it after receiving amount in form of cheques, draft or cash. And if the car is not available at that time they place order with taking some cash as order price and ask customer to come on specific date. On specified date they delivered the car. In retail customer come in the showroom and enquire, the Marketing executive tells the features, prices and offers or schemes. After that they show car to the customer in 6 steps specified by Chevrolet and at last they go for a test drive. And the process ends with delivery along with all documentation like sales letter, insurance, temporary number and the service book. 2. SALES PROCESS Sales process is a full-fledged way adopted by market executive. In this the executive go to different location , corporate houses, government departments and public places to organize sale promotion programs like road shows, visits, query etc and along with telephonic conversation of queries that they attended. In this program they interact with different persons give them information about the cars specifically adopting the six ways process defines by Chevrolet and
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record them in their handbook. At the end of the day they fill daily call report perform of their work and submit to the office. After this the executives present in office fill the data in their records which actually is a database management system. DBMS filter the data indifferent heads like hot, warm and cold ( hot- the most willing persons who want to buy, warm- the person who may or may not buy the car and cold- the person who is unwilling to why). In next date the filter data contain only hot and warm customer give to the executive for further proceeding. After receiving the data executives make a plan to work on the data. A kind of follow-up register is given to executives and the call to the people according to the plans they made and write the feedback or response given by customer. And again the data is feed in systems. This process is follow up in routine until the customer will be mature (he purchase the car) or close (he dont want to purchase the car) and the reason should be specifically written why he is not purchasing the car. And the people who want to purchase the car should be informing about availability of car he want to purchase. If the car is available it should delivered the car and if not it should specify in how much duration car is available. And on availability the car is delivered after receiving the amount of car in form cash, bank draft or cheques. And the process ends with delivery along with all documentation like sales letter, insurance, temporary number and the service book.

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INTERNSHIP AT K.C. MOTORS

At internship I studied about the History of the Chevrolet, K.C. Motors, Jammu and information about the directors of K.C.Motors. Interaction with the staff of K.C.Motors, Jammu. Knowledge about various cars, models, segmentations, features, prices and offers. Knowledge about different methods of advertisements adopted by K.C.Motors, Jammu. In my training. I learn about the ways they used for sales. The different methods of sales customer interaction, query handling, maintaining of customer database and process of selling a car. Selling of cars with in the show room Interaction with customers. Handling up of follow-up register Attending different road shows organized by K.C.Motors, Jammu Road show at Roop nagar, Jammu. 11-06-2011

Road show at Samba, Jammu. 14-06-2011

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Road show at J&K Bank, Patel nagar, Jammu. 16-06-2011

Visited with executives to learn sales in practical. Visited to various companies, corporate houses and government offices to promote the cars.

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FINDINGS
K.C.Motors is the single showroom of Chevrolet in Jammu division and also sells car in whole Jammu and Kashmir. It is nearby city and easily reachable by peoples. K.C.Motors use a predefine process as specified by General Motors. K.C.Motors cant capitalize the market more efficiently as Chevrolet has less number of cars in their segmentation. Maximum number of people prefers Maruti as they are not familiar with Chevrolet. As lack of service center in Jammu of Chevrolet, thats by people prefer other car instead of Chevrolet. Most of the sales are of Tavera.

RECOMMENDATION
To increase more service center in Jammu and nearby region. To provide in-house finance for automobiles. To promote other car (as mostly Tavera, near by 75% is sold). For Tavera the waiting time is near by 3 months, it should be minimized. Promotion of Chevrolet in nearby districts areas as it is the only showroom of Chevrolet in Jammu division.

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REFERENCES
Mr. Karun Sharma, Showroom Manager, K.C.Motors, Jammu. Mr. Kulbir kotwal, Sales Manager, K.C.Motors, Jammu. Mr. Aadil umar, Inhouse trainer, K.C.Motors, Jammu. Mr. Abheshek , Market executive, K.C.Motors, Jammu. Mr. Sumit , Market executive, K.C.Motors, Jammu. Mr. Mithun verma, executive, K.C.Motors, Jammu. Images of road show from photograph of activity, Showroom records. http://www.chevrolet.co.in http://www.surfindia.com/automobile/car-models.html http://en.wikipedia.org/wiki/Chevrolet_Sales_India_Private_Limited http://en.wikipedia.org/wiki/Chevrolet http://www.surfindia.com/automobile/chevrolet-captiva.html http://www.surfindia.com/automobile/chevrolet-optra-magnum.html http://www.surfindia.com/automobile/chevrolet-tavera.html http://www.surfindia.com/automobile/chevrolet-cruze.html http://www.surfindia.com/automobile/chevrolet-beat.html http://www.surfindia.com/automobile/chevrolet-spark.html http://www.surfindia.com/automobile/chevrolet-aveo-uva.html http://www.surfindia.com/automobile/chevrolet-aveo.html http://www.google.com/img.html

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