SUMMER TRAINING PROJECT REPORT

On

(A Study on Customer Satisfaction towards Mahindra

Bolero Neo in Lucknow City)

Towards partial fulfillment of

Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
(KUVAR VISHWAJEET SINGH)
MBA IIIRD Semester
Roll No- 1210672141

Session 2022-2023
School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
Certificate from the Organization
 DECLARATION

This is to declare that I KUVAR VISHWAJEET SINGH student of MBA have

personally worked on the project entitled “A Study on Customer Satisfaction towards

Mahindra Bolero Neo in Lucknow City”. The data mentioned in this report were

obtained during genuine work done and collected by me. The data obtained from other

sources have been duly acknowledged. The result embodied in this project has not been

submitted to any other University or Institute for the award of any degree.

KUVAR VISHWAJEET SINGH

MBA IIIRD Semester
Roll No- 1210672141
DATE: B.B.D.U, Lucknow
 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to form a

background. “Greatness lies in being grateful and not in being great.” This research

report is a result of contribution of distinct personalities whose guidance here made my

effort a producing one, as “no task is a single man’s effort”.

The experience which is gained by me during this project is essential for me at this turning

point of my career.

I am thankful to my Faculty guides Dr. Ritu Singh for kind support and supervision

under whose kind & constant guidance I had the opportunity to expand my horizons and

view the various problems from different prospective. I am also thanking her for sparing

her valuable time to listen my problems and difficulties faced by me during the

completion of this project report.

KUVAR VISHWAJEET SINGH

MBA IIIRD Semester
Roll No- 1210672141
B.B.D.U, Lucknow
 PREFACE

It was a privilege for me to work in a reputed organization. This has given us an

opportunity to work in a truly professional environment where team work score over

individual effort, where there is a helpful atmosphere. A well planned, properly

executed and evaluated training helps a lot in inoculating good work culture. The project

on “A Study on Customer Satisfaction towards Mahindra Bolero Neo in Lucknow

City” has been made to facilitate effective understanding about the marketing aspects.

The project training has provided me an opportunity to gain practical experience, which

has helped me to increase my sphere of knowledge to a greater extent. I have tried to

summarize all our experience and knowledge acquired up till now, in this report. This

project is a keen effort to obtain the expected results and fulfill all the information

required.

At the end annexure and bibliography are given for effective understanding.
 EXECUTIVE SUMMARY

Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The

company started manufacturing commercial vehicles in 1945. M&M is the leader by far

in commercial vehicle and the second largest in the passenger vehicle market. The

company is the world‘s sixth largest medium and heavy commercial vehicle

manufacturing.

Mahindra is best known for utility vehicles and tractors in India, Its automotive

division, the company's oldest unit (founded in 1945), makes jeeps and three-wheelers

(not passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations).

M&M‘s farm equipment sector, formed in 1963 during India‘s green revolution,

manufactures tractors and industrial engines. M&M also produces military vehicles. The

company has facilities located throughout India.

The survey involved gathering wide information about the company, its products,

customer satisfaction and impact of various competitive firms on the company.

From the information collected, various aspects were identified where the company

needs to focus more to improve the efficiency of marketing team of Mahindra

Automotives.

The research was conducted through collection of primary and secondary data.

Secondary data was collected through visiting various web sites, automobile

magazines and other reliable sources. Primary data was collected through a

well-framed questionnaire, of which later a detailed analysis was done using various

statistical I.T. tools like MS Word and MS Excel.

On the basis, the secondary data analysis and the extensive analysis of the

primary data, interpretations were drawn for the questions and conclusion is drawn.

Certain suggestions are also drawn from the analysis to help. Mahindra Automotives to
increase its market share in commercial passenger segment and MPVs. The main

research that followed is to know

―A Study on Level of Satisfaction of Customers towards Mahindra Bolero Neo after

Sales Services in Lucknow‖, a new SUV recently launched by Mahindra. Due to the

limited resources and time constraints, the study was conducted within the area

Lucknow.
 TABLE OF CONTENT

Certificate ii

Acknowledgement iii

Preface iv

Executive Summary v

I. Introduction to the Topic 1-33

II. Company Profile

III. Objectives of the study

IV. Research Methodology

V. Data Analysis &Interpretation

VI. Findings

VII. SWOT Analysis

VIII. Conclusion

IX. Suggestion & Recommendations

X. Limitations

XI. Bibliography

Annexure
INTRODUCTION

1
 INTRODUCTION TO THE TOPIC

Customer expectation and satisfaction which is based on exchanging of product and

service provided by the company. So this methods are frequently using in the marketing

sector. the most important position of business is to satisfying the customer expectations.

And its playing an important role and critical role in the automobile company‘s.

Nowadays this is the main task which is face by every organization to satisfy the

customer expectations. Like wise the customer expecting more and the organization also

focus on to fulfil the customer expectations. To satisfying the customers the company

should provide a good services according to customer needs. The alteration can be done

with the vehicle which is based on customer expectations and also based on the financial

sector the company will acquire the motor vehicle on due basis to satisfy the customer

needs. The present research paper is aimed to study about customer expectation and

satisfaction level towards the service provided by the Mahindra motors.

Customer satisfaction is a focused strategy for many organizations because happy, loyal

customers help businesses earn more money. Measuring customer satisfaction can help a

company determine what‘s working well with its products, services and internal

processes and what it could improve or change. Learning about customer satisfaction

can help you improve your sales skills and provide stronger products and services to

consumers.

What is customer satisfaction?

Customer satisfaction is a measurement of how happy customers are with a company's

products and services. Customer satisfaction includes a customer's perceived quality,

value and expectations of a company and what it offers. Companies use this data, which

they can gather through methods like surveys and focus groups, to help them determine

how they can improve their products or services to gain and keep more customers. This

2
data also can reveal major insights into how customers relate to a brand and how they

will interact with it in the future.

Companies in many industries focus on these metrics to ensure they‘re meeting their

customers‘ needs. Customers can include anyone to whom a company provides

products, services or experiences. For example, a car dealership's customers are

individual buyers and a hospital's customers are patients. Great customer satisfaction and

high customer retention have a strong correlation, and customer retention powers sales

and helps businesses. Although metrics like sales and shares can show important details

about how well a company is performing, customer satisfaction scores are one of the

most reliable indicators to reveal how a company will perform in the future.

What are the benefits of customer satisfaction?

Monitoring and improving customer satisfaction can help companies or sales

professionals in myriad ways, including:

Learn strengths

Measuring customer satisfaction can help you understand what you‘re doing well, which

can allow you to continue emphasizing those processes. To determine whether

customers are happy, you can measure and analyze their satisfaction rates using various

customer feedback strategies, such as email campaigns or social media.

Identify areas of improvement

Identifying and addressing unhappy customers is crucial for any business. Monitoring

for negative customer reviews or word-of-mouth warnings to friends and family based

on bad experiences can help you identify ways you can better address your customers‘

3
needs. This can include lowering your prices, improving the quality of materials you use

or simply having better customer service.

Increase brand awareness

Creating more loyal and satisfied companies can have an exponential impact on a

brand‘s exposure, primarily through the internet. Customers who have an incredibly

strong experience with a company or a sales professional may be more likely to tell their

friends about it or post about it on social media or websites where customers can rate

brands.

Decrease customer churn

Customer churn, also called customer turnover or customer attrition, measures how

many customers stop buying from a company over a certain period. For example, if a

paper company started a quarter with 600 clients and ended it with 450, it lost one-fourth

of its customer base. This means its churn rate is 25% for that quarter.

Customer churn can be costly because it often means a company is going to invest more

resources into gaining new customers to compensate for losses. Satisfied customers are

less likely to stop buying from a company they trust, so reducing the churn rate can help

decrease costs and improve profits.

Improve customer lifetime value

Customer lifetime value (CLV) is a metric that measures how much profit a company

can expect from a customer for as long as they remain a customer. This calculation

compares a customer‘s predicted revenue to their expected lifespan with the company.

Because retaining an existing customer is cheaper than adding a new one, improving

your CLV can yield higher profits for a company.

4
The longer the company can keep a customer, the greater value they provide to it.

Companies also can use this metric to help them determine which customer segments

can provide the most value to a company for a specific product or service. This can

increase their loyalty rates and reduce their churn rates, which can improve profits

drastically.

Tips for improving customer satisfaction

Here are some ways you can be proactive about tracking a company‘s customer

satisfaction, which can help you identify ways to improve it before negative reviews

affect the brand:

Use customer surveys: These surveys are a good way to learn how customers feel about

a variety of products or the way a business conducts itself. To get the most accurate

feedback, try to use short, direct questions the customer can easily understand and

answer.

Check social media mentions: While surveys can help you identify answers to questions

you already have, comments on social media can allow you to identify trends or feelings

your customers have that you otherwise might not have known about. You can use this

information to improve your customer outreach and try to improve the brand‘s

perception.

Incentivize brand loyalty: Offering perks to customers can improve their satisfaction and

ensure they continue offering you their business. You can do this by offering

promotional or discount codes, providing store credit to customers who refer someone to

you or providing exclusive sales to customers who enroll in your loyalty program.

5
Reduce response time: Ensuring you respond promptly to all customer feedback,

whether by having a dedicated team of professionals do it or using automation, can help

reassure customers that you care about their issues and remain dedicated to solving

them. This can help make your interactions seem more genuine, which can help turn

dissatisfied customers into satisfied ones.

Involve all team members: Professionals in a company‘s marketing, customer service

and sales departments all interact with customers regularly and may have a strong

understanding of how they feel about a product or service. Encouraging these

professionals to provide their feedback, including how to improve your processes, can

create a more effective solution that better satisfies your customers.

How to Measure Customer Satisfaction

High customer satisfaction is the holy grail for customer service professionals, but this

isn't always easy to measure. A lot goes into customer satisfaction. While many

companies default to gathering customer satisfaction feedback through surveys, these

have their limitations. Not everyone responds, and it‘s hard to get the complete picture.

Here are all the ways to measure customer satisfaction — beyond surveys — and how to

improve your customer experience based on your results.

6
Review all customer correspondence

Ensure that your service console enables agents to connect with customers across

channels — phone, email, text, chat, messenger apps, or social media. From a single

platform, agents respond in the same channel and resolve the issue right there.

Next, collect information across all customer service inquiries so you can figure out

where and why things may be going wrong and prevent problems before they start. For

example, if many customers reach out about order-processing time, you can collaborate

with operations and maintenance to make improvements.

What types of metrics measure customer satisfaction? Track these on an ongoing basis:

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 Quality of service

Speed of service

Pricing

Complaints or problems

Trust

8
Relationships across your company

Services needed

Customer sentiment

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You may also notice that customers who place larger orders or people who purchase a

specific product tend to use the support ticket system. In contrast, single-item purchasers

or new customers may use social media when they need help. Tracking

these trends helps you understand how to improve customer service and increase

customer satisfaction.

This insight can also inform your help center or self-service customer portal content

strategy. Based on the volume of inquiries around a specific topic, you can create new

knowledge articles to walk customers through simple processes and deflect more cases.

Along with recurring topics, take note of each customer‘s emotions. An angry customer

may express frustration through the words they choose and use all caps in a webchat.

Conversely, upbeat messages include exclamation points, positive feedback, and specific

emojis that suggest the customer is satisfied (like smiley faces, clapping, and cheering).

Train agents how to respond appropriately to all scenarios with the basics of emotional

intelligence.

10
Quantify customer loyalty

Repeat purchases say a lot about customer satisfaction. If a customer purchases an item

repeatedly, they are likely happy with the product. This leads to a higher customer

lifetime value and the likelihood they will recommend the brand to their network and

contacts.

Repeat frequency, customer lifetime value, and average cost per order are all metrics

that indicate customer satisfaction. These can help you make decisions about your

business. For instance, if a specific product is sold in larger numbers to repeat customers

rather than to new ones, you may see a higher level of satisfaction long-term with that

product over one that is popular only with new customers. Based on these insights, you

might rethink your product strategy.

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 Assess response to promotion

Review how customers respond to promotions, such as coupons or seasonal sales.

Promotion responses can tell you how your customers feel about your products and your

brand without completing a survey. Some promotions that help measure customer

satisfaction include:

 Discounts on products previously purchased. If many customers take advantage of a

sale, you can conclude that they were happy enough with their initial purchase to buy it

again. The discount just provides an extra incentive.

 Channel-exclusive discounts. Social media followers connect with a brand when they

like a product or want to engage and learn more about a company. Offering promotions

exclusively to followers can improve their overall experience and increase engagement.

You can try a similar approach with your email base.

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 Referral or affiliate promotions. The more likely a customer is to recommend your

product or service to their network, the higher their enthusiasm for your brand.

After a customer interaction, an agent may continue the engagement by putting a

customer on a personalized journey. For example, in retail, an agent may deploy an

exclusive offer based on their shopping behaviors and preferences. In media companies,

if a subscriber expresses frustration over an unresolved issue, the agent may put them on

a win-back journey that leverages promotions. You can measure how a customer

responds based on these offers.

Monitor social media mentions

Many customers use social media platforms to praise a great experience with a company

or share their frustrations. Their friends, followers, or anyone who searches by brand

name or hashtag can find out about the experience.

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 That‘s great for a brand that gets positive reviews but not so much for a company that is

racking up negative ones. It‘s essential to respond quickly to defuse problems or

complaints.

Track sentiment across your social platforms with social listening tools. Set automated

alerts to know when someone is discussing your brand and respond as needed. Include

the following:

 Exact brand and product names

 Common misspellings of brand and product names

 Branded nicknames

 Mascots or employee names

 Sale names commonly tied to the company

Re-share positive reviews or messages on your company‘s social networks. This shows

customers that you are listening and value what they have to say.

Be sure to connect marketing and service channels so service agents can jump in if there

is an issue. For example, an agent may invite a customer to begin a private conversation

to resolve a problem they posted about on Twitter, either through a direct message or

another preferred channel.

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Pull it all together into an action plan

Consistently review your results. A monthly overall data analysis helps you determine

how to measure customer satisfaction and make improvements. From there, work across

departments to ensure that customer satisfaction translates into your company‘s success.

15
COMPANY
PROFILE

16
 COMPANY PROFILE

Mahindra & Mahindra Ltd

Industry Automotive
Founded 2 October 1945; 76 years ago
Jassowal, Ludhiana, Punjab, India
Founders  J. C. Mahindra
 K. C. Mahindra
 M. G. Muhammad
Headquarters Mumbai, Maharashtra,
India
Area served Worldwide
Key people  Anand Mahindra
(Chairman)
 Dr. Anish Shah
(MD & CEO)
 Rajesh Jejurikar
(Executive Director AFS)
Products  Automobiles
 Commercial vehicles
 Tractors
 Motorcycles
Production output 4,076,043 vehicles (2020)

Revenue ₹74,277.78 crore (US$9.3 billion)

(FY2021)
Operating income ₹8,411.10
crore (US$1.1 billion) (FY2021)
Net income ₹3,347.41
crore (US$420 million) (FY2021)
Total assets ₹166,462.49
crore (US$21 billion) (FY2021)
Total equity ₹41,581.92
crore (US$5.2 billion) (FY2021)
Number of 40,619 (2021)
employees
Parent Mahindra Group

17
 Subsidiaries  Mahindra Electric
 Mahindra Tractors
 Mahindra 2 Wheelers
 Mahindra Truck and Bus Division
 BSA Company
 Yezdi
 Classic Legends Motorcycles
 Peugeot Motocycles
 Automobili Pininfarina
 Pininfarina
Website auto.mahindra.com

MAHINDRA & MAHINDRA

Mahindra & Mahindra Limited (M&M) is an Indian multinational automotive

manufacturing corporation headquartered in Mumbai. It was established in 1945 as

Mahindra & Muhammad and later renamed as Mahindra & Mahindra. Part of the

Mahindra Group, M&M is one of the largest vehicle manufacturers by production in

India. Its subsidiary Mahindra Tractors is the largest manufacturer of tractors in the

world by volume. It was ranked 17th on a list of top companies in India by Fortune India

500 in 2018. Its major competitors in the Indian market include Maruti Suzuki and Tata

Motors.

HISTORY

Mahindra & Mahindra was founded as a steel trading company on 2 October 1945 in

Ludhiana as Mahindra & Muhammad by brothers Kailash Chandra Mahindra and

Jagdish Chandra Mahindra along with Malik Ghulam Muhammad (1895–1956). Anand

Mahindra, the present Chairman of Mahindra Group, is the grandson of Jagdish Chandra

Mahindra. After India gained independence and Pakistan was formed, Muhammad

emigrated to Pakistan. He acquired Pakistani citizenship and became the first finance

minister of Pakistan. He served as Governor-General of Pakistan from 1951 to 1956.

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CHRONOLOGY

In 1948, the company changed its name to Mahindra & Mahindra. They eventually saw

a business opportunity in expanding into manufacturing and selling larger MUVs and

started assembling under license of the Willys Jeep in India. Soon, M&M was

established as the Jeep manufacturer in India, later commenced manufacturing light

commercial vehicles (LCVs) and agricultural tractors. In 1999, Mahindra purchased

100% of Gujarat Tractors from the Government of Gujarat and in 2017 Mahindra

renamed it as Gromax Agri Equipment Limited, as part of new brand strategy and the

models continue to be sold as Trakstar. In 2007, M&M acquired Punjab Tractor Limited

(PTL) making it the world's largest tractor manufacturer. Subsequent to this take-over,

the former PTL was merged into M&M and transformed as Swaraj division of Mahindra

& Mahindra in the year 2009. Over the past few years, the company has taken interest in

new industries and in foreign markets. In 2008, they entered the two-wheeler industry by

taking over Kinetic Motors in India. In 2010, M&M took a 55% stake in the REVA

Electric Car Company and in 2016, they renamed it Mahindra Electric Mobility Ltd after

taking 100% ownership. In 2011 Mahindra and Mahindra acquired South Korea's

SsangYong Motor Company. In October 2014, Mahindra and Mahindra acquired a 51%

controlling stake in Peugeot Motocycles and progressed to acquire a 100% controlling

stake in October 2019. In May 2015 Mahindra acquired a 33.33% stake in Japanese

tractor manufacturer Mitsubishi Agricultural Machinery (MAM), a subsidiary of the

Mitsubishi Heavy Industries. In December 2015, Mahindra and Mahindra Ltd and

affiliate Tech Mahindra Ltd, through a special purpose vehicle (SPV), have agreed to

buy a 76.06% stake in Italian car designer Pininfarina SpA, for €25.3 million (around

Rs.186.7 crore). In March 2016, Mahindra acquired 35% in Finland-based Sampo

Rosenlew, entering the combine harvester business, subsequently increasing its stake in

19
the company to 49.04% in December 2019. In January 2017, Mahindra and Mahindra

Ltd acquired a 75.1 equity stake in Hisarlar Makina Sanayi ve Ticaret Anonym Şirketi

(Hisarlar), a farm equipment company, marking its entry into Turkey and in September

2017 acquired another Turkish tractor and foundry business Erkunt Traktor Sanayii AS

for ₹800 crore. In November 2017, Mahindra signed a memorandum of understanding

(MOU) agreement with Belgium-based Dewulf, a supplier of a full line of potato and

root crop machinery. Under the agreement, Mahindra will manufacture and market

potato planting equipment in India, for which the co-branded planter is developed. In

January 2018, Mahindra announced its foray into the sprayers business through the

acquisition of a 26% equity stake in M.I.T.R.A. Agro Equipments Pvt Ltd, a

Maharashtra-based AgTech company (MITRA). In March 2020, Mahindra further

increased its stake in the company to 39%. In February 2018, Mahindra acquired a

minority stake of 22.9% percent in Carnot Technologies. Carnot Technologies owns and

operates smart car solutions firm CarSense. In May 2018, Mahindra signed a share

subscription agreement to acquire up to 10% share capital of Canada's IT firm Resson

Aerospace Corporation. Resson is focussed on providing technology solutions for

agriculture. It has developed a system that captures and interprets images to give farmers

information about the state of their fields and crops. In June 2019, Mahindra purchased

an 11.25% stake in Switzerland-based agro technology firm Gamaya SA. The

acquisition enabled Mahindra to further develop and deploy next-generation farming

capabilities such as precision agriculture and digital farming technologies. In October

2019, Mahindra entered into a joint venture with Ford by establishing Ford India in

which Mahindra & Mahindra acquired a controlling 51% stake. In January 2021,

Mahindra ended its collaboration with Ford owing to global economic and business

conditions caused by the pandemic. In April 2020, the company ended its joint venture

20
with Renault, with Mahindra & Mahindra buying out Renault's stake. Renault continues

to license and supply key components such as engines and transmissions to Mahindra &

Mahindra.

OPERATIONS

Under the ―Mahindra‖ brand name, the company produces SUVs, Multi utility vehicles,

pickups, lightweight commercial vehicles, heavyweight commercial vehicles, two

wheeled motorcycles and tractors. Mahindra maintains business relations with foreign

companies like Renault SA, France.

M&M has a global presence and its products are exported to several countries. Its

automotive global subsidiaries include:

 Mahindra Europe S.r.l. based in Italy,

 Mahindra Automotive North America (MANA) in US.,

 Automobili Pininfarina in Italy

 Mahindra South Africa

 Mahindra Australia

 Mahindra Brazil & Mexico

AUTOMOBILES

Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicles in

1965. In 1979 the licensed assembly of Peugeot diesel four-cylinder engines and

transmissions began, and in 1982 a tie-up with Kia Motors to build their four-speed

KMT90 transmission and transfer case was announced. Mahindra's MM range was a

mainstay of the lineup and was eventually also offered with a 1.8-liter Isuzu petrol

engine in addition to International and Peugeot diesels. Mahindra started making

passenger vehicles firstly with the Logan in April 2007 under the Mahindra Renault

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joint venture. M&M made its maiden entry into the heavy trucks segment with the

Mahindra Truck and Bus Division, the joint venture with International Truck, USA.

Mahindra produces a wide range of vehicles, including MUVs, LCVs and three-

wheelers. It manufactures over 20 models of cars, including larger, multi-utility vehicles

like the Scorpio and the Bolero. It formerly had a joint venture with Ford called Ford

India Private Limited to build passenger cars. At the 2008 Delhi Auto Show, Mahindra

executives said the company was pursuing an aggressive product expansion program

that would see the launch of several new platforms and vehicles over the next three

years, including an entry-level SUV designed to seat five passengers and powered by a

small, turbocharged Diesel engine. True to their word, Mahindra & Mahindra launched

the Mahindra Xylo in January 2009, selling over 15,000 units in its first six months.

Also in early 2008, Mahindra commenced its first overseas CKD operations with the

launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group.

This was soon followed by assembly facilities in Brazil. Mahindra & Mahindra has a

controlling stake in Mahindra REVA Electric Vehicles. In 2011, it also gained a

controlling stake in South Korea's SsangYong Motor Company. Mahindra launched its

relatively heavily publicized SUV, XUV500, code-named as W201 in September 2011.

The new SUV by Mahindra was designed in-house and it was developed on the first

global SUV platform that could be used for developing more SUVs. In India, the new

Mahindra XUV500 came in a price range between ₹1,140,000–1,500,000. The company

was expected to launch three products in 2015 (two SUVs and one CV) and an XUV500

hybrid. Besides India, the company also targeted Europe, Africa, Australia and Latin

America for this model. Mahindra President Mr. Pawan Goenka stated that the company

planned to launch six new models in the year. The company launched the CNG version

of its mini truck Maxximo on 29 June 2012. A new version of the Verito in Diesel and

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petrol options was launched by the company on 26 July 2012 to compete with Maruti's

Dzire and Toyota Kirloskar Motor's Etios. On 30 July 2015, Mahindra released sketches

of a new compact SUV called the TUV300 slated to be launched on 10 September 2015.

The TUV300 design took cues from a battle tank and used a downsized version of the

mHAWK engine found on the XUV500, Scorpio and some models of the Xylo. This

new engine was dubbed the mHAWK80. In 2015, Mahindra introduced an app based

intra-city cargo platform known as SMARTSHIFT, a load exchange platform for small

commercial vehicles. In 2018, Mahindra announced merger the of SMARTSHIFT with

Mumbai-based logistics solutions provider Porter. In January 2016 Mahindra launched a

sub-compact monocoque SUV called the KUV100. The KUV100 received a major

refresh in the form of the KUV100 NXT launched in October 2017. On 3 September

2018, Mahindra Marazzo the shark inspired vehicle was launched in collaboration with

Mahindra Research Valley (MRV), MANA and Pininfarina in four variants. In February

2019, Mahindra launched its XUV300, a sub-4m compact monocoque SUV. The

XUV300 was found to be the safest vehicle made in India in an independent crash test

conducted by GNCAP, earning it a 5-star adult safety rating along with India's first

‗Safer Choice‘ Award. In October 2020, Mahindra launched the second-generation Thar

2020 – the All-New Thar. In 2021, Mahindra launched the XUV700. In June 27, 2022

Mahindra released the Scorpio N, also called the "Big Daddy of SUVs." The previous

generation will now be called, "Scorpio Classic."

23
MAHINDRA IN NORTH AMERICA

Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010 in

North America through an independent distributor, Global Vehicles USA, based in

Alpharetta, Georgia. Mahindra announced it would import pickup trucks from India in

knockdown kit (CKD) form to circumvent the Chicken tax. CKDs are complete vehicles

that were assembled in the United States from kits of parts shipped in crates. On 18

October 2010, however, it was reported that Mahindra had indefinitely delayed the

launch of vehicles into the North American market, citing legal issues between it and

Global Vehicles after Mahindra retracted its contract with Global Vehicles earlier in

2010, due to a decision to sell the vehicles directly to consumers instead of through

Global Vehicles. However, a November 2010 report quoted John Perez, the CEO of

Global Vehicles USA, as estimating that he expected Mahindra's small Diesel pickups to

go on sale in the United States by spring 2011, although legal complications remained,

and Perez, while hopeful, admitted that arbitration could take more than a year. Later

reports suggested that the delays may be due to Mahindra scrapping the original model

of the truck and replacing it with an upgraded one before selling them to Americans. In

June 2012, a mass tort lawsuit was filed against Mahindra by its American dealers,

alleging the company of conspiracy and fraud. Mahindra Automotive North America

(MANA), the company's U.S. subsidiary, opened a car manufacturing plant in Detroit,

Michigan on 20 November 2017. The plant employs 250 people and is the first

automotive production facility to open in Detroit in 25 years. The first product from the

new facility was launched on 2 March 2018 as the Mahindra Roxor.

MILITARY VEHICLES

The company has built and assembled military vehicles, commencing in 1947 with the

importation of the Willys Jeep that had been widely used in World War II. Its line of

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military vehicles under Mahindra Emirates Vehicle Armouring (MEVA, Mahindra

Armoured) include the Mahindra Armored Light Specialist Vehicle (ALSV) and the

Mahindra Armored Straton Armoured Personnel Carrier (APC), and discontinued

vehicles such as the Axe. It also maintained a joint venture with BAE Systems, Defence

Land Systems India; one of the first vehicles made under this was the Mahindra Mine

Protected Vehicle-I (MPV-I). In 2018, the company signed a multi-million dollar

aerospace deal with Airbus Group for the manufacture and supply of metallic

components.

INDUSTRIAL GENSETS

Mahindra & Mahindra entered the energy sector in 2002, in response to growing

demands for increased electric power in India, over 450,000 Mahindra Powerol engines

and Diesel generator sets (gensets) have been installed in India. In 2018, Mahindra

Powerol announced its entry into gas powered genset with the launch of its first

CNG/NG gensets. Mahindra Powerol was awarded the Deming Prize in 2014.

FARM EQUIPMENT

Mahindra began manufacturing tractors for the Indian market during the early '60s. It is

the top tractor company in the world (by volume) with annual sales totaling more than

200,000 tractors. Since its inception, the company has sold over 2.1 million tractors.

Mahindra & Mahindra's farm equipment division (Mahindra Tractors) has over 1,000

dealers servicing approx. 1.45 million customers. Mahindra tractors are available in 40

countries, including India, the United States, China, Australia, New Zealand, Africa

(Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, and Morocco), Latin America

(Chile, Argentina, Brazil, Venezuela, Central America, and the Caribbean), South Asia

(Sri Lanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and Eastern

Europe (Serbia, Turkey, and Macedonia). Mahindra Tractors manufactures its products

25
at four plants in India, two in Mainland China, three in the United States, and one in

Australia. It has three major subsidiaries: Mahindra USA, Mahindra (China) Tractor

Company, and Mahindra Yueda (Yancheng) Tractor Company (a joint venture with the

Jiangsu Yueda Group). In 2003, the Farm Equipment Sector of Mahindra & Mahindra

won the Deming Application Prize. In 2007 it received the Japan Quality Medal for

implementing Total Quality Management in its entire business operations. The company

has garnered the highest customer satisfaction index (CSI) in the industry at 88 percent.

It earned a 2008 Golden Peacock Award in the Innovative Product/Services category for

its in-house development of a load car. In its 2009 survey of Asia's 200 most admired

and innovative companies, the Wall Street Journal named Mahindra & Mahindra one of

the 10 most innovative Indian companies. In addition to tractors, Mahindra sells other

farm equipment. It has expanded its product-line to include farm mechanisation products

via Mahindra AppliTrac. In 2017, Mahindra & Mahindra Ltd's Farm Equipment Sector

(FES) launched 'JIVO' a small tractor platform in the sub 25HP category. In 2020, the

company launched the Sarpanch Plus range. This ranges between 30bhp and 50bhp, and

has undergone a subtle improvement as compared to the Sarpanch 575 tractor which was

launched earlier. In 2020, Mahindra also launched new equipment for potato planting.

PlantingMaster Potato + is designed in collaboration with Dewulf. On 2 October 2020,

Mahindra rolled out Krish-e centers under its new ‗Farming as a Service‘ business. This

business vertical provides progressive, affordable and accessible tech-driven services to

farmers. In October 2021, Mahindra's FES launched a next-generation Yuvo tractor

platform - a new-age advanced tractor range called the Yuvo Tech+.

26
MAHINDRA & MAHINDRA LTD. (M&M) - COMPANY HISTORY

Mahindra & Mahindra Limited ('M&M') is the flagship company of the Mahindra Group

which consists of diverse business interests across the globe and aggregate revenues of

around USD 19.4 billion. The company operates in nine segments: automotive segment

comprises of sales of automobiles spare parts and related services; farm equipment

segment comprises of sales of tractors spare parts and related services; information

technology (IT) services comprises of services rendered for IT and telecom; financial

services comprise of services relating to financing leasing and hire purchase of

automobiles and tractors; steel trading and processing comprises of trading and

processing of steel; infrastructure comprise of operating of commercial complexes

project management and development; hospitality segment comprises of sale of

timeshare; Systech segment comprises of automotive components and other related

products and services and its others segment comprise of logistics after-market two

wheelers and investment. The company's manufacturing facilities are located at

Kandivali Nashik Igatpuri Nagpur Chakan Zaheerabad Jaipur Rudrapur Haridwar

Mohali and Pithampur. Mahindra & Mahindra Ltd was incorporated on October 2 1945

with the name Mahindra & Mohammed Ltd. The company was renamed as Mahindra &

Mahindra Ltd in the year 1948. The steel trading business was commenced in

association with suppliers in UK. In the year 1950 the company commenced the first

business with Mitsubishi Corporation and 5000 tons of wagon building plates from

Yawata Iron & Steel were supplied.In the year 1953 Otis Elevator Company (India) was

established. A joint venture was made with Rubery Owen & Company Limited UK and

established a company under the name of Mahindra Owen. The company's Machine

Tools Division was commenced its operations in the year 1958. In the year 1960

Mahindra Sintered Products Limited was established based on a joint venture with Bir

27
Field (GKN Group UK). In the year 1962 Mahindra Ugine Steel Company was

established as a joint venture between the company and Ugine Kuhlmann France. In the

year 1963 International Tractor Company of India was established as a joint venture

with International Harvester Company USA. In the year 1965 the company entered into

light commercial vehicles segment. They established Vickers Sperry of India Ltd a joint

venture with Sperry Rand Corporation USA. In the year 1969 the company entered the

world market with export of utility vehicles and spare parts. In the year 1977

International Tractor Company of India merged with the company and became its

Tractor Division. In the year 1982 Mahindra brand of tractors were launched and also

became the market leader in the Indian tractor market. In the year 1991 the company

introduced commander range of vehicles in the market. Also they established Mahindra

Financial Services Ltd as a wholesale fund provider.In the year 1995 Mahindra Holding

& Finance Limited became a subsidiary of the company to carry out business as an

investment company. The company made a technical collaboration with Mitsubishi /

Samcor to manufacture the Mitsubishi L300. In the year 1996 Mahindra Ford India

Limited was established a joint venture with Ford Motor Company USA to manufacture

passenger cars. In the year 1999 the company acquired a major stake in Gujarat Tractors

and renamed it Mahindra Gujarat Tractors Ltd. Also Mahindra & Mahindra Financial

Services Ltd became a subsidiary of the company. In the year 2000 the company set up

their first satellite tractor plant at Rudrapur. They launched a new age tractor Mahindra

Arjun 605 DI (60 HP) in the market. Also they launched Bolero GLX (a utility vehicle)

in response to the needs of urban consumers. In the year 2001 the company launched

Champion a 3-wheeler diesel vehicle. They launched Mahindra MaXX a multi-utility

vehicle positioned with the caption 'Maximum Space Maximum Comfort'. They made a

tie up with Renault for Petrol Engines.In the year 2002 the company launched Scorpio a

28
new generation world-class sports utility vehicle. In the year 2003 they launched Invader

a sporty open top vehicle and MaXX Pik Up. They set up second tractor assembly plant

in USA. They ventured into Industrial engine business. Also they launched India's first

Turbo tractor Mahindra Sarpanch 595 DI Super Turbo.In the year 2004 the company

launched Bolero and Scorpio in Latin American Middle East and South African markets.

They signed an MoU to enter into joint venture with Jiangling Motor Company Group

(JMCG) of China to acquire tractor manufacturing assets from Jiangling Tractor

Company a subsidiary of Jiangling Motor Company Group.In the year 2005 the

company acquired 51% stake in SAR Transmission Private Limited a company engaged

in manufacture of gears and transmission shafts. The company became the first Indian

auto manufacturer to launch the Common Rail Diesel Engine (CRDe) offering it in the

Scorpio. They acquired 80% stake in the joint venture with Jiangling Motors i.e. in

Mahindra (China) Tractor Company. They established Mahindra Renault Ltd a joint

venture with Renault to manufacture and market Logan a mid-sized sedan in India. Also

they established Mahindra International Ltd a joint venture with International Truck and

Engine Corporation to manufacture trucks & buses in India.In the year 2006 the

company acquired the Stokes Group of UK the largest automotive forgings company in

the UK. They launched the Scorpio V-series. In July 2007 the company launched the

Mahindra Pik-Up (double cab) in Chile. In November 1 2007 a wholly owned affiliate

of Navistar International Corporation signed a joint venture agreement with the

company to produce diesel engines for medium and heavy commercial trucks and buses

in India.In the year 2008 the company introduced FuelSmart system in Bolero and

Scorpio SUVs. They entered into JV with TMI Pacific in Australia. In the year 2009 the

company launched Xylo. Also they launched New Mighty Muscular Scorpio in the

market.During the year 2009-10 the company hived off Mahindra Defence Systems

29
Division into a wholly owned subsidiary Mahindra Defence Land Systems Pvt Ltd (now

rechristened as Defence Land Systems India Pvt Ltd) with effect from July 1 2009. Also

the company signed a joint venture agreement on November 30 2009 with BAE Systems

Plc. to form a 74:26 Joint Venture for defence land systems products. The company

divested 46.66% of the equity share capital in Mahindra Gears & Transmissions Pvt Ltd

in favour of ICICI Venture Fund. As per the scheme of arrangement between the

company and Mahindra Shubhlabh Services Ltd the Agri Inputs Business of along with

other common assets and liabilities of MSSL was de-merged and transferred into the

company.During the year 2010-11 the company acquired Ssangyong Motor Company

(SYMC) a premier manufacturer of sports utility vehicles and recreational vehicles in

Korea. Also the company acquired 38% of the paid-up equity share capital through a

Preferential Allotment in EPC Industrie' Ltd (EPC) a company listed on the Bombay

Stock Exchange Limited. In February 2010 the company had launched Maxximo in a

very competitive small 4-wheeler cargo segment (0.75 Ton). In June 2011 Bristlecone

International AG became a subsidiary of the company.In 2012 the company entered the

Kenyan passenger vehicles market with the launch of their utility vehicles XUV500 and

Scorpio. Other vehicles include pick-up range Genio and Maxximo mini-truck. The

company also signed an agreement with Telephonics Corporation to form a joint venture

named as Mahindra-Telephonics Integrated Systems Limited.In 2013 the company inked

partnership with online shopping portal Snapdeal.com to sell its two-wheeles on the site.

The company launches new visual identity reflecting modernity and dynamism. The

company launches the Verito Executive edition. The company unveils the new Maxximo

Plus Mini-truck in Bengaluru and Chennai. The company expands dealership network

across India. The company launches the new Bolero Maxi Truck Plus - The Perfectly

Styled City Pick-up in Ahmedabad. During the year Mahindra Two Wheelers wins 3

30
Awards at the CMO Asia - Manufacturing Excellence Awards 2013. Mahindra 2

Wheelers opens new dealership in Zirakpur Punjab.In 2014 the company introduces

'Yoga Seats' in Quanto Compact SUV. During the year the company signs MoU with

Government of Bhutan to promote usage of Electric Vehicles in the country. Mahindra

Defence Naval Systems Inaugurates new Chakan plant. Mahindra Integrated Business

Solutions signs MoU with CARE Advisory. Mahindra Logistics acquires majority stake

in LORDS Freight (India) Pvt. Ltd. In 2015 Mahindra & Mahindra Ltd Mahindra Two

Wheelers and Peugeot Motorcycles complete strategic partnership. Mahindra

inaugurates its extended automotive manufacturing facility at Zaheerabad in Telangana.

During the year under review Mahindra & Mahindra & Mitsubishi Heavy Industries

enter into Strategic Partnership in Agricultural Machinery. The company launches all

new mini-truck 'Jeeto' small commercial vehicle landscape in India. During the year the

company has set up an Africa-focused business unit to maintain double-digit growth

levels in the continent. The company launches its tough & stylish true blue SUV - TUV

300. Mahindra & Mahindra Mitsubishi Agricultural Machinery and Mahindra announce

Start of their Strategic partnership. Mahindra Introduces the All New Automatic

Transmission of The New Age XUV500. Pininfarina S.p.A ('Pininfarina') an automotive

design and engineering services company was acquired by the Mahindra group during

the year under review.On 18 December 2015 M&M announced KUV100 (pronounced

as KUV 1 double Oh') as the brand name of its compact sports utility vehicle codenamed

S101. The company also unveiled an all new world-class engine family named

mFALCON marking its entry into the ground up petrol space.On 17 February 2016

M&M announced that its young sports utility vehicle KUV100 has crossed 21000

bookings in just a month post launch. On 8 March 2016 Ssangyong Motor announced

the launch of an upgraded version of its sport utility vehicle Tivoli under the model

31
name Tivoli Air in Seoul South Korea. On 22 March 2016 the Agri Business vertical of

M&M announced the launch of its branded milk under the Saboro brand. On 31 March

2016 M&M announced its foray into the global combine harvester business by entering

into a strategic partnership with Sampo Rosenlew a combine harvester company based

in Pori Finland. Under the transaction M&M will acquire a 35% equity stake in Sampo

Rosenlew. The two companies will work in tandem to grow their combine harvester

business globally.On 4 April 2016 M&M announced the launch of a new sports utility

vehicle NuvoSport. On 5 April 2016 M&M announced the launch of Mahindra YUVO a

new age and superior technology range of tractors in the 30-45 HP category. On 15

April 2016 M&M announced its entry into the UK automotive market with the launch of

the innovative e2o electric city car in London. On 25 April 2016 M&M announced the

launch of the limited edition Scorpio Adventure variant. On 9 May 2016 M&M

announced the introduction of the Automatic Transmission (AT) in the W6 FWD variant

of its sports utility vehicle XUV500. On 12 May 2016 M&M announced the launch of a

more powerful avatar of its sports utility vehicle TUV300 with the all new mHAWK100

engine.On 2 June 2016 M&M announced the launch of its innovative new eVerito - the

all-electric zero-emissions sedan. M&M said that the vehicle can be fast charged in 1

hour 45 minutes (0-80%) and a full charge lasts 110 kms. On 28 July 2016 M&M

announced the launch of its first custom hiring centre for farm equipment under its

TRRINGO initiative. TRRINGO a unique and first-of-its-kind farm equipment

aggregator service allows farmers to rent tractors and other mechanized farm equipment

to complete their farming requirements without major investments.On 8 August 2016

M&M's 100% subsidiary Mahindra Agri Solutions announced the launch of 4 new

varieties of branded pulses under its NuPro brand in Mumbai. On 11 August 2016

M&M announced that its small commercial vehicle Jeeto the modular range of 8 mini-

32
trucks has garnered a market share of 20% within just a year of its launch.On 26

September 2016 M&M announced the introduction of DiGiSENSE a revolutionary

connected vehicle technology solution in its small commercial vehicles Jeeto and

Imperio. DiGiSENSE technology will be available in the X7 16 (BS4) variant of Jeeto

and SC VX & DC VX variants of Imperio. M&M said that the connected vehicle

technology solution will enhance productivity of these vehicles thereby opening up a

whole new dimension to the experience of vehicle ownership. M&M became the first

OEM in India to offer a cloud-based technology platform in the category of small

commercial vehicles.On 27 September 2016 M&M announced the introduction of its

new mild hybrid technology Intelli-Hybrid' on its sports utility vehicle Scorpio for Delhi

and NCR. M&M said that the modern technology Intelli-Hybrid reduces fuel

consumption by up to 7%. On 21 October 2016 M&M announced the national launch of

its new electric CitySmart car the e2oPlus'.On 25 October 2016 M&M unveiled plans to

refocus its two wheeler business to target premium niche segments. With the acquisition

of Classic Legends M&M aims to co-create a lifestyle mobility company with exciting

and relevant partners across products & services and enter into previously untapped

segments using iconic brands like BSA and JAWA.On 21 November 2016 M&M

announced the inauguration of its state of the art spare parts warehouse in Mahindra

World City (MWC) Jaipur. As one of the largest most modern warehouses in the

country and the company's first in northern India it will cater to the requirement of

Mahindra customers in north and north western region of the country for both

automotive and tractor spare parts.On 20 January 2017 M&M announced its foray into

Turkey through the acquisition of Hisarlar Makina Sanayi ve Ticaret Anonim Sirketi

(Hisarlar) a farm equipment company based in Turkey. Under the transaction M&M will

acquire a 75.1% equity stake in Hisarlar. Hisarlar clocked revenue of 208 million

33
Turkish Lira in 2015.On 10 February 2017 M&M announced that it plans to make an

investment of Rs 1500 crore at its Nasik and Igatpuri plants in Maharashtra. The project

constitutes development and manufacture of its new product codenamed U321 covering

joint investment at Nasik and Igatpuri. The investment in the Nasik plant will be towards

manufacture of vehicles while investment in the Igatpuri plant will be for manufacture

and supply of engines.On 15 February 2017 Mahindra Truck & Bus Division (MTBD)

announced the launch of Delhi-Mumbai Service Corridor to make service available at

every 60 km across the industrial corridor. On 15 February 2017 M&M announced that

it has introduced DiGiSENSE a revolutionary connected vehicle technology solution in

its leading tractor brand Arjun Novo. This will enhance productivity of the farmers using

Arjun Novo and will also provide them with a new ownership experience M&M said.

On 16 February 2017 M&M announced the launch of 7 new products simultaneously

under its Supro platform. The company launched 4 new variants of its stylish and

spacious passenger carrier namely Supro Minivan Supro Minivan VX Supro Minivan

CNG and Supro School Van and 3 new variants of its modern load carrier Supro

Minitruck Supro Minitruck CNG and Supro Cargo.On 5 April 2017 M&M announced

the launch of new age superior technology small tractor platform in the sub 25HP

category under the brand JIVO. M&M said that JIVO is suitable for row crop and

horticulture farming.On 19 April 2017 M&M announced the introduction of a host of

innovative features in its sport utility vehicle XUV500. The new additions include

Android Auto Connected Apps Ecosense & Emergency Call and are targeted towards

meeting the evolving needs of a tech savvy consumer.On 18 May 2017 M&M and

DIMO group announced the launch of the new range of tractors - Mahindra YUVO in

Sri Lanka. On 24 May 2017 M&M announced a comprehensive roadmap to invest in

globally competitive electric vehicles technology called EV 2.0. On 4 July 2017 M&M

34
announced revised prices of its vehicles pursuant to the implementation of a nationwide

Goods and Services Tax (GST). The prices of vehicles for end-customers on large UVs

and SUVs were reduced by an average of 6.9% and those for small car segment were

reduced by an average of 1.4%. End-customer prices were reduced by an average of

1.1% for small commercial vehicles and 0.5% for LCVs and HCVs. The prices for the

end-customers of hybrid vehicles were raised marginally.On 13 July 2017 M&M

announced the launch of the Jeeto Minivan its stylish and comfortable passenger carrier

developed on the successful Jeeto platform. On 29 July 2017 M&M announced its entry

into two new businesses in the Kingdom of Bhutan with the debut of Truck & Bus and

Construction Equipment businesses. The company will set up these two new businesses

in partnership with M/s Singye Agencies its long-standing partner in Bhutan for more

than 25 years.On 24 August 2017 M&M's wholly-owned subsidiary Mahindra Agri

Solutions Limited (MASL) announced the launch of an advanced insecticide under the

brand name Tromph. The molecule belongs to 3rd Generation technology and is a

leading solution for key pests across the world. M&M showcased a full range of its

mobility solutions - from 2 wheelers and personal vehicles to small medium and heavy

commercial vehicles buses and a range of construction equipment at the 11th edition of

Nepal Automobile Dealers' Association (NADA) Auto Show 2016 in Kathmandu from

29 August 2017 to 3 September 2016.On 8 September 2017 M&M announced the

launch of the e-Alfa Mini its zero emission all new electric rickshaw for passenger

movement. The vehicle was priced at Rs 1.12 lacs (ex-showroom Delhi). On 18

September 2017 M&M and Ford Motor Company announced that they have agreed to

explore a strategic alliance designed to leverage the benefits of Ford's global reach and

expertise and M&M's scale in India and successful operating model. Mobility

electrification and product development are key areas of potential cooperation between

35
the two auto majors. Teams from both companies will collaborate and work together for

a period of up to three years. Any further strategic cooperation between the two

companies will be decided at the end of that period. On 19 September 2017 M&M

announced the national launch of its new electric CitySmart car the e2oPlus' in Nepal.

On the same day M&M's farm equipment division showcased its first ever driverless

tractor developed at Mahindra Research Valley in Chennai. At that time M&M said it

would commercially launch driverless tractors from early 2018 in a phased manner. On

20 September 2017 M&M announced its second foray into Turkey through the

acquisition of Erkunt Traktor Sanayii A.S. (Erkunt) the 4th largest tractor brand in

Turkey. Erkunt clocked revenue of USD 88 million for calendar year 2016 and it sold

around 4700 tractors during that period. M&M will also acquire a foundry unit Erkunt

Sanayi A.S. which is a full service provider from castings to machining. The foundry

unit had revenue of USD 47 million during 2016.On 22 September 2017 M&M

announced the launch of its first assembly plant in Sonargaon near Dhaka in

Bangladesh. The company has set up its CKD (completely knocked down) assembly

plant in partnership with Rangs Motors Ltd. On 25 September 2017 M&M announced

the launch of the luxurious high-end T10' variant of its SUV TUV300. On 28 September

2017 M&M announced its plan to deliver 50 units of the eSupro Passenger van to the

Himachal Road Transport Corporation (HRTC). As part of HRTC's Ride with Pride'

initiative the battery powered all electric zero emission Mahindra eSupro passenger vans

will be used for public transportation in the state of Himachal Pradesh.On 3 October

2017 M&M's construction equipment division announced its foray into the road

construction segment with the launch of its first Motor Grader - the Mahindra

RoadMaster G75.On 4 October 2017 M&M announced the launch of a new W9 variant

of its SUV XUV500. On 10 October 2017 M&M announced the launch of updated

36
version of its SUV KUV100 under the name KUV100 NXT. On 12 October 2017 M&M

announced the launch of updated version of Mahindra Pik Up vehicle in South Africa.

The Board of Directors of M&M at its meeting held on 10 November 2017

recommended issue of bonus equity shares in proportion of 1:1. On 14 November 2017

M&M's automotive division announced the launch of 6 variants of its sports utility

vehicle (SUV) Scorpio with higher power and torque new 6-speed transmission

enhanced performance imposing styling and luxurious comfort. It was priced at Rs 9.97

lakh (ex-showroom Delhi for S3 variant). On 14 November 2017 M&M announced a

licencing agreement with the Dewulf group for manufacture and marketing of potato

planting equipment in India. Under the aegis of this agreement M&M will work with the

Dewulf Group to bring its potato planting technology to the Indian market. Dewulf is the

world's foremost full-liner in potato and root crop machinery.On 15 November 2017

M&M announced the launch of the all new automatic version of the New Age XUV500

in Dubai in two variants namely the W8 FWD and the W10 AWD. On 20 November

2017 M&M announced the opening of a new North American headquarters and

manufacturing operation in Metro Detroit the first such new OEM facility in Southeast

Michigan in over 25 years. M&M will manufacture new off-highway vehicles at the new

facility. On 24 November 2017 M&M announced that it will collaborate with Uber the

global transportation technology company to explore the deployment of electric vehicles

(EVs) on the Uber platform in several cities across India. M&M's electric vehicles on

the Uber platform will include the e2oPlus hatch and the eVerito sedan.On 5 December

2017 M&M announced the introduction of petrol variant of its premium SUV the

XUV500 priced at Rs 15.49 lacs (ex-showroom Delhi). On 14 December 2017 M&M

announced that it plans to increase prices of its passenger and commercial vehicles by up

to 3% with effect from 1 January 2018. The price hike is due to increase in commodity

37
prices M&M said. On 30 January 2018 M&M's Farm Equipment unit announced the

acquisition of a 26% equity stake in M.I.T.R.A. Agro Equipments Pvt Ltd (MITRA) a

Maharashtra-based AgTech company which designs and manufactures proprietary

sprayers for horticulture crops. M&M will acquire 26% equity stake in MITRA through

a fresh infusion of capital into the company.As a part of a series of initiatives under its

digital transformation strategy M&M on 31 January 2018 announced an industry first

initiative in the automotive retail space with the launch of its 'Bring the Showroom

Home' a portable mobile based interactive Virtual Reality experience.On 2 February

2018 Mahindra First Choice Wheels (MFCWL) a diversified used vehicle automotive

services provider announced that it has raised a new round of $15 million (Rs 100

crore). The entire investment is in the form of primary capital and will be used to fund

its growth over the next 18 months and values the company at $250 million pre money

and $265 million post money.In the Financial Year 2018-19 the company sold 607548

vehicles (a growth of 10.8% in comparison to the previous year) and 330436 tractors (a

growth of 3.4% overthe previous year). In FY19 the company launched three next

generation products in the UV segment; the Marazzo Alturas G4 and XUV300.During

the fiscal 2019 the company maintained the leadership position in the domestic tractor

market for the 36th consecutive year with a market share of 40.2%.During the FY2019

Mahindra Susten Bangladesh Private Limited Mahindra Knowledge Park Mohali

Limited Blitz 18-371 GmbH Ssangyong Australia Pty Limited Mahindra Summit

Agriscience Limited Mahindra Automotive Mauritius Limited Mahindra Top

Greenhouses Private Limited Passeport Sante SL PT Mahindra Accelo Steel Indonesia

Harkey Acquisition L.L.C. USA MSPE Urja S.R.L. and Mahindra Armored Vehicles

Jordan LLC. became subsidiaries of M&M.During the year 2019 Merakisan Private

Limited Gipp Aero Investments Pty Ltd Aerostaff Australia Pty. Ltd Mahindra Sanyo

38
Special Steel Private Limited and Kiinteist?Oy Himoksen Thti 2 Finland ceased to be

subsidiaries of M&M.During 2019 Mahindra Ideal Lanka (Private) Limited and

Mahindra Sanyo Special Steel Private Limited became Associates of M&M.In the

Financial Year 2019-20 the company sold 471141 vehicles (a decline of 22.5% in

comparison to the previous year) and 298927 tractors (a decline of 8.6% over the

previous year).Mahindra pursued an aggressive product expansion strategy even as the

industry slowed down in FY20. The company launched a brand-new range of BS6 ready

buses with patented Mahindra FuelSmart Technology to save fuel.For the FY2020 the

company implemented various projects towards Energy Conservation to the tune of Rs.

29.3 crores (Rs. 9.3 crores as CAPEX and Rs. 20 crores through the OPEX route). These

projects include Energy efficient AC's compressor heat recovery energy efficient motors

pumps and many more energy conservation initiatives.During the fiscal 2020 Mahindra

Finance CSR Foundation Merakisan Private Limited Mahindra Bangladesh Private

Limited MSPL International DMCC Meru Travel Solutions Private Limited Meru

Mobility Tech Private Limited V-Link Automotive Services Private Limited V-Link

Fleet Solutions Private Limited and Fifth Gear Ventures Limited became subsidiaries of

M&M.Further in 2020 Orizonte Business Solutions Limited Mahindra International UK

Ltd Mahindra Defence Naval Systems Limited ?re Villas 1 AB ?re Villas 2 AB and

Cleansolar Renewable Energy Private Limited ceased to be subsidiaries of

M&M.Subsequent to the year end Graphic Research Design s.r.l. and Divine Solren

Private Limited ceased to be subsidiaries of M&M.During the FY2020 Mahindra First

Choice Wheels Limited ('MFCWL') a board controlled subsidiary of Mahindra Holdings

Limited ('MHL') which is in turn a wholly owned subsidiary of M&M acquired 100% of

the equity share capital of Fifth Gear Ventures Limited ('FGVL') for a consideration of

around Rs. 30.45 crores discharged by MFCWL by way of cash and shares of MFCWL

39
aggregating around 0.75% of MFCWL's fully diluted share capital.M&M won the

Golden Peacock Global Award for 'Excellence in Corporate Governance' for 2019.

Mahindra & Mahindra Automotive and Farm Equipment Sectors recognised among

India's Top 50 Best Companies to Work For 2019 and among India's Best Workplaces in

Manufacturing 2020.Mahindra Hariyali project featured in the 2020 edition of the Limca

Book of Records for 'Most trees planted'. M&M's Integrated Annual Report 2019 won

Gold at the MARCOM Awards USA.

40
SWOT ANALYSIS OF MAHINDRA & MAHINDRA LTD.

Mahindra and Mahindra Limited is the flagship of the large Mahindra Group which is a

conglomerate of over 14 different businesses. M&M is the world‘s largest tractor

manufacturer and is one of the largest producers of commercial as well as passenger

vehicle in India.

STRENGTH IN THE SWOT ANALYSIS OF MAHINDRA &

MAHINDRA LTD. :

MARKET LEADER IN MULTIPLE AUTOMOTIVE SEGMENTS:

Mahindra & Mahindra has leading market share in a tractor as well as in the utility

vehicles segment. Also, the company has strong market share in the commercial vehicle

as well as passenger vehicle segment. Strong market share provides a competitive

advantage to the company and allows the company to focus on innovation.

STRONG RESEARCH & DEVELOPMENT (R&D):

M&M has a highly focused R&D department constantly focusing on developing new

products and technologies. M&M majorly focuses on Value addition and Value

engineering (VAVE) approach, designing modularity, use of alternate materials etc.

EXCELLENT PRODUCTS ACCORDING TO INDIAN ROAD CONDITIONS:

Mahindra & Mahindra‘s SUVs are suited perfectly to Indian road conditions especially,

Mahindra Scorpio which has been an outstanding performer for many years.

41
LOW AFTER SALE COST: M&M has a competitive advantage on after sale cost

since it is lower than the industry average and also have high availability of spare parts

to different parts of the country.

WEAKNESSES IN THE SWOT ANALYSIS OF MAHINDRA &

MAHINDRA LTD. :

GEOGRAPHIC DEPENDENCE: M&M is depended for the majority of its revenue

(over 60%) from India, which would affect its business in case of

any economic slowdown or high inflation.

OVERDEPENDENCE ON AUTOMOTIVE INDUSTRY: M&M‘s major part of

revenues come from its automotive business which makes it vulnerable to any

breakthrough in the industry or slowdown in the market.

PRODUCT RECALLS AFFECTS BRAND IMAGE: M&M has had to recall many

of its products in the recent past. For instance, In February 2015, M&M recalled

XUV500 manufactured before July 2014. Such incidents affect the brand image of the

company and consequently affect sales.

42
OPPORTUNITIES IN THE SWOT ANALYSIS OF MAHINDRA &

MAHINDRA LTD. :

GROWTH IN INDIAN AUTOMOTIVE INDUSTRY: The Indian automotive

industry is growing year on year with over 12% growth from the previous 3 years. The

industry is expected to grow at a CAGR of 13% in the next 4 years. This growth can be

beneficial for M&M.

INCREASING DEMAND FOR HYBRID ELECTRIC VEHICLES: There is an

increasing demand for Hybrid Electric Vehicles (HEVs) around the world. The demand

for HEVs is expected to grow at a CAGR of 19% in the next 3 years. M&M has a

strong portfolio of HCVs and is set to be benefited by the growing demand.

EMERGING NATIONS: M&M should look forward to tapping the emerging nations

around the world which have high potential. M&M should build over its global footprint

to tap the emerging markets.

THREATS IN THE SWOT ANALYSIS OF MAHINDRA &

MAHINDRA LTD. :

COMPETITION IN THE AUTOMOTIVE INDUSTRY: M&M faces intense

competition from various automotive companies such as Tata

Motors, Ford, Volvo and General Motors etc. This can affect M&M‘s market share and

put pressure to constantly innovate on M&M.

43
COMPETITION IN OTHER BUSINESSES PUT PRESSURE ON

M&M: Mahindra group faces strong competition in other businesses as well. For

example, its IT business faces competition from IT giants such as Infosys. This reduces

market share and increases competitive pressure.

STRINGENT REGULATIONS: M&M is subject to strict regulations by the

government and environmental agencies in terms of emission levels, noise levels etc.

Such regulations keep changing and thus increase compliance costs for the companies.

44
MARKETING MIX OF MAHINDRA AND MAHINDRA

India is one of the fastest growing markets for the automobile industry and the

company Mahindra and Mahindra is one such automobile company that has

revolutionized the markets. Founded in the year 1945, it is one of the leading brands for

agricultural tractors in terms of manufacturing and volume. This multinational

manufacturing organization has its headquarters in Mumbai and is a public limited

company. It faces stiff competition and its chief competitors are as follows-

 Toyota

 Tata Motors

 Honda

 Hyundai

 Maruti-Suzuki

 Ashok Leyland

PRODUCT IN THE MARKETING MIX OF MAHINDRA AND

MAHINDRA

Mahindra and Mahindra deal with farm equipment, utility vehicles and commercial

vehicles. Its portfolio includes a wide range of products that comprises heavy trucks,

light trucks, two wheelers, SUV‘s, tractors and school buses.Mahindra has also built

military vehicles and its Willys jeep was used for transportation in World War II. The

esteemed company has also entered into partnership deal with Renault S.A and its result

was the beautiful Mahindra Renault Logan. The various Mahindra products are-

45
  Mahindra Scorpio

 Mahindra Scorpio Getaway

 Mahindra Bolero

 Mahindra Pick-up

 Mahindra Quanto

 Mahindra XUV 5oo

 Mahindra Xylo

 Mahindra Thar

 Mahindra e2o

 Mahindra- Renault Verito

PLACE IN MARKETING MIX OF MAHINDRA AND MAHINDRA

Mahindra owns many assembly plants and manufacturing plants. Its assembly plants are

located in China, India, Brazil and United Kingdom. It has a global presence and its

products are sent to countries like Italy, China, South Africa, USA and UK. It has

proved its capabilities by sending strong messages. To test the markets of China it sent

tractors to one single province and managed to sell them at 20% higher price than its

local rival because of its shrewd business sense and the superior quality of the products.

This is how it captured the markets in China with determination and ample business

sense. In India, its plants are located in Bangalore, Chakan and Nasik in Maharashtra,

Haridwar in Uttarakhand.

Its manufacturing facilities are distributed and spread over a large area of

500,000sq.meters. The company‘s infrastructure includes 30 offices for sales,

500 dealers, 600 stock points, 500 service points and all these are connected by an all-

46
encompassing IT structure. It has opened various showrooms all over the country that

have experienced and qualified salesperson with a distinctive market knowledge. The

offices are well-furnished and spare parts, equipment, services are available to the

customers at one go.

PRICE IN THE MARKETING MIX OF MAHINDRA AND

MAHINDRA

The pricing policy of Mahindra and Mahindra is dependent upon various factors that

determine the sales price of the vehicles. The costs incurred at every stage includes

manufacturing to assembling the parts and making them a whole product and the costs to

reach the product to the consumer.The company has infiltrated in every corner of the

country with products that are reasonably priced and show quality.

The company follows the policy of both the premium pricing and the flexible pricing to

grasp the maximum consumer value. The rates of all its products are very competitive,

as it has taken a lot of market research as well as the cost factors and the competitor‘s

rates to arrive at a particular sales price. In order to cater to the whims of every section

of the masses they have launched products with different prices that are suitable for

different sections. These noticeable changes are consciously taken decisions with

appropriate prices to balance their portfolio and garner more customers.

47
PROMOTIONS IN THE MARKETING MIX OF MAHINDRA AND

MAHINDRA

Mahindra and Mahindra have taken various steps in order to promote their vehicles

throughout the world. It has decided to use the visual media and the print media fully so

that the people become aware of its potential and products. Advertisements featuring

attractive models with its products have been handled gracefully so that Mahindra and

Mahindra becomes a household name.

In 2011, Mahindra launched Kareena kapoor Khan, the famous actor, as

its brand ambassador for Mahindra two wheeler‘s advertisements where she asks the

consumers to buy a two-wheeler as INR 1500 of petrol was being supplied free with it.

This highly entertaining and engaging campaign shows a peppy and charming Kareena

enjoying her ride. Advertisements have been placed in newspapers and various

magazines as well as television and internet.

Under additional activities for sales promotion, it has organized exhibition where

catalogues are distributed and contests are held. The company has also implemented

different programs where they have rewarded the best talent in the industry in terms of

cash and job offers. These have also proved to be a good promotional and beneficial

move.

48
OBJECTIVES OF
THE STUDY

49
 OBJECTIVES OF THE STUDY

1. To study the level of satisfaction towards of Mahindra Bolero Neo in Lucknow

City.

2. To Study the customers requirement from the Mahindra.

3. To Study customer opinion about Performance of Mahindra Bolero Neo

4. To Study problem faced by customers.

5. To study the factors those satisfy and delight the customer.

50
 RESEARCH
METHODOLOGY

51
 RESEARCH METHODOLOGY

Research methodology is a process to systematically solve the research problem. It may

be understood as a science of studying how research is done scientifically. Why a

research study has been undertaken, how the research problem has been defined. In what

way and why the hypothesis has been formulated, what data have been collected and

particular method has been adopted. Why particular technique of analyzing data has

been used and a host of similar other questions are usually answered when we talk of

research methodology concerning a research problem or study.

A research design serves as a bridge between what has been established (the research

objectives) and what is to be done, in the conduct of the study. In this project research

done is of conclusive nature. Conclusive research provides information that help in

making a rational decision.

Descriptive design was choose to measure the satisfaction level of customers on the

basis of different parameters such as quality, price, features, technology, after sale

services etc.

This design ensured complete clarity and accuracy. It also ensured minimum bias in

collection of data and reduced the errors in data interpretation. Statistical method was

followed in this research because the data was of descriptive nature and it also enabled

accurate generalizations.

52
SOURCES OF DATA

PRIMARY DATA:

Primary data are those which are collected a fresh and for the first time, and thus happen

to be original in character. It was collected through questionnaire and personal

interviews.

SECONDARY DATA:

The secondary data are those which have already been collected by someone else and

which have already been through the statistical process. The data were collected in the

form of company profile and produce profile from the web sites and news paper. Some

of the books were referred for theoretical concepts.

Research Design – Descriptive Research Design

Data source- Primary data

Research Approach- Survey Approach

Research Instruments- Questionnaire

Sample collection- 100 customers, Lucknow

Sample Technique- Random Sample Technique

Sample Area: Lucknow

Sample Size- 100

Primary Data- Questionnaire

53
 DATA ANALYSIS
&
INTERPRETATION

54
 DATA ANALYSIS & INTERPRETATION

Table No. 1 Satisfaction towards Mahindra Bolero Neo

78% 22%

Source: Questionnaire

Figure:1

Satisfied Toward Mahindra XUV700 (%)

22%

Satisfied
Dissatisfied

78%

Interpretation 1:

The sample drawn on probability basis shows that 78% of the customers were

satisfied with XUV variant and only 22% were not satisfied with XUV variant.

Observation:

Most of the respondents approached were satisfied with Mahindra Bolero Neo

55
Table No: 2 Factors affecting customer satisfaction towards Mahindra Bolero Neo

Factor Percentage

Features 12%

Low Maintenance 34%

Comfort 18%

Style 16%

After Sales Service 20%

Source: Questionnaire

Figure:2

Factor Affecting Customer Satisfaction

12% Features
Style
34% 16%
Comfort
After sales service
18% Low maintenance cost
20%

Interpretation 2: The sample drawn on the probability basis clearly shows that 34%

(51respondents) are the opinion that low maintenance is the satisfaction factor Mahindra

Bolero Neo and 20 %( 30 respondents) of them who view After Sales Service as a vital

factor for customer satisfaction. Followed by Comfort which corresponds to 18 %( 27

respondents), Style with 16%(respondents) and only 12%(18 respondents) of them view

that feature of Mahindra Bolero Neo as satisfaction factor.

Observation:

Majority of the respondent are of the idea that low maintenance of the top most feature

contributing to customer satisfaction followed by after sales services comfort style and

features As such, Mahindra should focus on the aspects, which will enhance the

customer satisfaction and thus the market share

56
Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage

Extremely Satisfied 27%

Satisfied 49%

Neutral 17%

Dissatisfied 7%

Total 100%

Source: Questionnaire

Figure: 3

Consumer Opinions toward Fuel

Consumption
7%
More Satisfied
17% 27%
Satisfied
Not Satisfied & Dissatisfied
49% Dissatisfied

Interpretation 3: 100% of the respondents 49% of the respondents approached were

satisfied with the fuel consumption of the XUV. Followed by 27% was extremely

satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption

of Mahindra Bolero Neo.

Observation: As majority of the respondents are satisfied with the fuel consumption of

Mahindra Bolero Neo, the company should maintain the same standard and it is

suggested to come up with suitable measure to reduce the negative opinion among the

consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

57
Table No: 4 Customer opinions toward Safety and Comfort.

Factor Percentage

Extremely Satisfied 23%

Satisfied 47%

Neither Satisfied & Dissatisfied 20%

Dissatisfied 10%

Total 100%

Source: Questionnaire

Figure: 4

Customer Opinions toward

Safety and Comfort
10%
23% Extremely Satisfied

20% Satisfied
Neutral
Dissatisfied
47%

Interpretation 4: 100% of the respondents 47% of the respondents approached were

satisfied with the safety and comfort feature of the XUV. Followed by 27% was

extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and

comfort feature of Mahindra Bolero Neo.

Observation: As majority of the respondents are satisfied with the safety and comfort

feature of Mahindra Bolero Neo, the company should maintain the same standard and it

is suggested to come up with suitable measure to reduce the negative opinion among the

consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

58
Table No: 5 Customer opinions toward Design.

Factor Percentage

Extremely Satisfied 20%

Satisfied 40%

Neutral 27%

Dissatisfied 13%

Total 100%

Source: Questionnaire

Figure: 5

Customer Opinions Toward Design

13%
20%

Extremely Satisfied
27% Satisfied
Neutral
Dissatisfied
40%

Interpretation 5: 100% of respondents 40% of the respondents approached were

satisfied with the Design of the XUV. 20% were more satisfied, 27% of them neutral

and 13% are dissatisfied with the design of the Mahindra Bolero Neo.

Observation: As majority of the respondents are satisfied with the design of Mahindra

Bolero Neo, the company should maintain the same standard and it is suggested to come

up with suitable measure to reduce the negative opinion among the consumer who are of

the opinion that the fuel consumption is a dissatisfying factor.

59
Table No: 6 Customer opinions toward space availability in Mahindra Bolero Neo.

Factor Percentage

More Satisfied 27%

Satisfied 53%

Neither Satisfied & Dissatisfied 17%

Dissatisfied 3%

Total 100%

Source: Questionnaire

Figure: 6

Customer Opinions Toward Space Availability

3%

17% 27% Extremely Satisfied

Satisfied
Neutral
Dissatisfied
53%

Interpretation 6: The sample drawn on the probability basis shows that out of 100% of

respondents 53% of the respondents approached were satisfied with the space

availability of the XUV. 27% were more satisfied, 17% of neither satisfied and

dissatisfied and 3% are dissatisfied with the space availability of the Mahindra Bolero

Neo.

Observation: As 80% of the respondents are happy with the space availability of the

Mahindra Bolero Neo vehicle, it can be conducted that the company has undertaken

proper R&D in this aspect.

60
The 20% of the respondents who have answered negatively may be comparing with the

vehicle in the same category launched very recently.

Table No: 7 Customer satisfactions toward Maintenance of Mahindra Bolero Neo

Factor Percentage

Extremely Satisfied 23%

Satisfied 51%

Neutral 21%

Dissatisfied 5%

Total 100%

Source: Questionnaire

Figure:7

5%

23%
21%
Extremely Satisfied
Satisfied
Neutral
Dissatisfied

51%

Interpretation 7: The sample drawn on the probability basis shows that out of 100% of

respondents 51% of the respondents approached were satisfied with the maintenance of

the Mahindra Bolero Neo. 23% were extremely satisfied, 21% of neutral and 5% are

dissatisfied with the maintenance.

Observation: Though majority of the customer are satisfied that the maintenance cost of

Mahindra Bolero Neois less, around 20% are not satisfied which may be because of

61
comparison of Mahindra Bolero Neo with the newly launched competing brands coming

with even lower maintenance cost.

Table No: 8 Customer awareness about power steering.

Option No. Of Respondents (%)

Aware 80%

Unaware 20%

Total 100%

Source: Questionnaire

Figure: 8

Customer Awareness About Power Steering

20%

Aware
Unaware
80%

Interpretation 8: Out of 100% of respondents, 80% of the respondents approached

were aware of the power steering present in some variant of Mahindra Bolero Neo and

20% were not aware of the power steering present in some variant of Mahindra Bolero

Neo.

62
Observation: Most of the respondents approached were aware of power steering system

introduced in some variants of Mahindra Bolero Neo.

Table No: 9 Customer perceptions about Mahindra Bolero Neo

Very Good Good Average Bad Very Bad

20% 47% 21% 12% -

Source: Questionnaire

Figure: 9

Customer Perception About Mahindra

XUV700

12%
20%

Very Good
21% Good
47% Average
Bad

Interpretation 9: The sample drawn on the probability basis shows that out of 100%

of respondents 47% of the respondents gave Good response to Mahindra Bolero Neo.

20% gave Very Good response, 21% gave Average response and 12% gave bad

response to Mahindra Bolero Neo.

Observation: As 67% of the respondents are satisfied that they are happy with

Mahindra Bolero Neo, it satisfies that the customer satisfaction levels are very high. If

63
the company were to identify the pitfalls in their product and undertake remedial

measure, thus it will lead to more good word of mouth publicity.

FINDINGS

64
 FINDINGS

Based on the data gathered by administrating schedules to customers the following

observations are made.

1. Mahindra Bolero Neo has excellent percentage of customer satisfaction

according to the data shown in table 1 of the data analysis and Interpretation

topic.

2. Most of the people are satisfied with its low maintenance cost and after sales

service provided by Mahindra Bolero Neo.

3. Based on the fuel consumption, most of the people are satisfied with it.

4. Based on Safety and Comfort, Design, Space, Maintenance most of the people

are satisfied with it.

5. Large numbers of Mahindra Bolero Neo user are aware of its power steering.

6. If we took the satisfaction level of people toward Mahindra Bolero Neo, it

becomes good.

7. Its features and style satisfy most of the people.

65
66
CONCLUSION

67
 CONCLUSION

1. Mahindra Bolero Neo has a very good market share in the state of U.P. for the

SUV segment.

2. The company is offering good services, which is reflected on the satisfaction of

the customer.

3. Majority of the customer are satisfied with the design of the vehicle.

4. Mahindra and Mahindra Motors have a very good market share in the state of

Uttar Pradesh (Lucknow) for the SUV segment.

5. The company is offering good services, which is reflected on the satisfaction of

the customer.

6. Majority of the customer are satisfied with the design of the vehicle.

7. Mahindra & Mahindra motors are providing better facilities compare with other

brand.

8. As 67% of the respondents are satisfied that they are happy with Mahindra

Bolero Neo, it satisfies that the customer satisfaction levels are very high. If the

company were to identify the pitfalls in their product and undertake remedial

measure, thus it will lead to more good word of mouth publicity.

9. Though majority of the customer are satisfied that the maintenance cost of

Mahindra Bolero Neo is less, around 20% are not satisfied which may be

because of comparison of Mahindra Bolero Neo with the newly launched

competing brands coming with even lower maintenance cost.

As 80% of the respondents are happy with the space availability of the Mahindra

Bolero Neo vehicle, it can be conducted that the company has undertaken proper

R&D in this aspect.

68
10. The 20% of the respondents who have answered negatively may be comparing

with the vehicle in the same category launched very recently.

Mahindra and Mahindra Co. is a Good automobile company in India. They also

provide good features vehicles every year for their customer for increase the

satisfaction level of customer they always launched the motors according to

customer demand but in heavy competition market. Mahindra Company must

need to focus on updated features in vehicles and design.

69
RECOMMENDATION

70
 RECOMMENDATION

 Mahindra Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

 The company can undertake R&D to improve the existing feature which helps to

increase the customer satisfaction.

 The company should promote about the entire features offered by it. As majority

of the customer give opinion that they are satisfied by the factor, services and

design of the product, the company should not only maintain the existing

standard but also enhance them.

 As majority of the respondents are satisfied with the safety and comfort feature

of Mahindra SUV, the company should maintain the same standard and it is

suggested to come up with suitable measure to reduce the negative opinion

among the consumer who are of the opinion that the fuel consumption is a

dissatisfying factor.

 As such, Mahindra should focus on the aspects, which will enhance the customer

satisfaction and thus the market share.

71
LIMITATIONS

72
 LIMITATIONS OF THE STUDY

 The scope of study is limited to the respondents are selected from in and around

Lucknow, U.P

The project is carried out for the period of 45 days only.

 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

 The sample unit was also 100 respondents.

 There may be some biased response from the respondents.

 Some respondents did not provide the full data.

 However, Mahindra and Mahindra Automobile showrooms are located in other

places i.e. locally and even in the neighboring states. Only opinion of

respondents of Lucknow city was consider for finding out the opinions of

respondents. The project is valid for the predefined area of work Lucknow (Uttar

Pradesh).

73
BIBLIOGRAPHY

74
 BIBLIOGRAPHY

BOOKS :

 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age

International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice Hall of India

Private Limited, New Delhi, 7th Edition.

 Jayaram, N. and Sandhog, R.S. (1998), Housing in India - Problems, Policy

andperspectives, B.R. Publishing Corporation, Delhi.

 Jeffrey Gitomer (1998), Customer satisfaction is worthless: Customer loyalty is

priceless: How to make customers love you, keep them coming back and tell everyone

they know, Austin TX: Board Press.

WEBSITES:
 http://www.mbaskool.com/brandguide/automobiles/1298-mahindra-a-

mahindra.html

 https://en.wikipedia.org/wiki/Mahindra_%26_Mahindra

 https://en.wikipedia.org/wiki/Mahindra

 http://www.mahindra.com/business/automotive

 http://www.mahindra.com/about-us

75
ANNEXURE

76
 QUESTIONNAIRE

1) Customer profile

a) Name b) Occupation

c) Age d) Income

e) Address:-

1) Are you a satisfied with Mahindra Bolero Neo?

a. Yes

b. No

2) If “Yes” Which factor you consider is satisfies you most?

a. Feature

b. Low Maintenance

c. Looks

d. After Sales Service

3) Are you satisfy with the fuel consumption of Mahindra Bolero Neo?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

77
4) Are you satisfied with the Safety and Comfort of Mahindra Bolero Neo?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

5) Are you satisfied with the Design?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

6) Are you satisfied with space available in Mahindra Bolero Neo?

a. Extremely Satisfied

b. Satisfied

c. Nor Satisfied & Dissatisfied

d. Dissatisfied

7) Are you satisfied with Maintenance cost?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

78
8) Are you aware about power steering present in Mahindra Bolero Neo?

a. Yes

b. No

9) Your general perception about Mahindra Bolero Neo.

a. Very Good

b. Good

c. Average

d. Bad

10) Do you want to give any suggestion about any change in the Mahindra Bolero

Neo?

79