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A SUMMER INTERNSHIP PROJECT REPORT ON REPLACEMENT MARKETING (Market Research Process)

Submitted for partial fulfillment of requirement for the award of degree OF Master of Business Administration OF GRAPHIC ERA UNIVERSTY DEHRADUN (UTTRAKHAND) (Session: 2011-2013)

SUPERVISION BY : Md. ASIF HAYAT

SUBMITTED BY : FAIZAN AHMAD GE - 11140996

DECLARATION

I hereby declare that the project report entitled REPLACEMENT MARKETING submitted for the Degree Of Master Of Business Administration , is my original work and the project report has not formed the basis for the award of any degree, diploma, associate ship, fellowship or similar other titles. It has not been submitted to any other University or Institution for the award of any degree or diploma.

FAIZAN AHMAD

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ACKNOWLEDGEMENT
I express my sincere thanks to my project guide Md.Asif Hayat for guiding me till the successful completion of the project. I extend my grateful thanks to Mr. Vijay Krishan Mehta (G.M. Clutch Auto. Ltd) and Mr.Anuj Mehta ( Director ), for letting me work under their extremely talented staff & giving me a chance to bring out best in myself for the benefit of the Industry. I wish to express my sincere thanks and appreciation to all those under whom I took my training and interacted . Mohd. Asif Hayat (Marketing Replacement) Mr.S.C.Bhardwaj ( Marketing OEM) Mr.Vikas Singhla ( Marketing Exports) Mr.Promod Kumar (G.M. Marketing) and Mr.Griraj Sharma ( Asstt. Marketing Manager) their thoughts and invaluable guidance helped me in broadening my understanding and knowledge of working in an organization. Finally, I give my thanks to all the faculty members of Graphic Era University , Dehradun who helped and guided me in making of my training report.

FAIZAN AHMAD

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Table Of Contents
Title Declaration by student Certificate by company Certificate by guide Acknowledgement from students Chapter 1: Introduction Chapter 2: Company Profile Chapter 3: Review Of Literature Chapter 4: Research Methodology Chapter 5: Data Analysis & Interpretation Chapter 6: Recommendations, Suggestions & Conclusions Appendices Bibliography Page No. i ii iii iv

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Chapter 1 INTRODUCTION

INTRODUCTION
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Replacement Marketing:
Replacement Marketing is alternative term used for aftermarket. The automotive aftermarket is the secondary market of the automotive industry, concerned with the manufacturing, remanufacturing , distribution, retailing, and installation of all vehicle parts, chemicals, tools, equipment and accessories for light and heavy vehicles, after the sale of the automobile by the original equipment manufacturer (OEM) to the consumer. The replacement marketing encompasses parts for replacement, collision, appearance, and performance. The replacement marketing provides a wide variety of parts of varying qualities and prices for nearly all vehicle makes and models on the road.

Replacement Marketing In Clutch Auto Pvt Ltd :


It is mostly used in those companies which are OEM (Original Equipment Manufacturers). Clutch Auto Pvt Ltd. is a OEM company producing clutch plates, brakes,tool kits etc. In clutch auto it is completely done through MARKETING RESEARCH PROCESS. A research is conducted by experts in company in which feedback about existing product of company is taken from distributors and customers. Then required changes bring down in existing product. Through survey company also find out the difference between prices of same product of different companies and try to find out what qualities in product is market demanding . Replacement marketing is done in clutch auto pvt ltd through a process.

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Marketing Research :
According to American Marketing Association : Marketing Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objectiveprocess as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information. Before we proceed further, it is essential to clarify the relationship and difference between Marketing Research and Marketing Information System (MIS).Whatever information are generated by Marketing Research from internal sources, external sources, marketing intelligence agencies-consist the part of MIS. MIS is a set of formalized procedures for generating, analyzing, storing and distributing information to marketing decision makers on an ongoing basis.

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1. While Marketing Research is done with a specific purpose in mind with information being generated when it is conducted, MIS information is generated continuously. 2. MIS is continuous entity while Marketing Research is a ad-hoc system. 3. While in Marketing Research information is for specific purpose, so it is not rigid; in MIS information is more rigid and structured.

Marketing Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans.Marketing Research is a growing and widely used business activity as the sellers need to know more about their final consumers but are generally widely separated from those consumers. Marketing Research is a necessary link between marketing decision makers and the markets in which they operate.Marketing Research includes various important principles for generating information which is useful to managers. These principles relate to the timeliness and importance of data, the significance of defining objectives cautiously and clearly, and the need to avoid conducting research to support decisions already made

MARKETING RESEARCH PROCESS IN CLUTCH AUTO Ltd :

1) 2) 3)

Define the problem and research objectives. Develop the research plan. Collect the information .

4) Analyze the information 5) Present the findings 6) Make the decision

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1). Define the problem and research objectives The nature of the problem or opportunity should be communicated and defined.This is the first step in finding solution.

2). Develop the research plan Designing a research plan calls for decision for the data source ,research approaches the research instruments , sampling plan and contact method. a) Data Source (Primary Data) : The normal procedure is to interview some people individually or in groups to get a sense of how people feel about topic in the question. b) Research Approach (Survey) : A company undertakes surveys to learn about peoples knowledge,benefits and preferences and to measure these magnitudes in the general population.

3). Research Instruments (Questionnaire) In the preparing a questionnaire the research carefully chooses the questions and their form ,wording and sequence . The form of questions asked can influence the response

4). Sampling Planes ix

I.

Dealers of Clutch Auto Ltd. (50 dealers) Spare parts shops. (100 spare shops) Sampling size (How many people should be surveyed ?) Sampling procedure. (how should be the responded choosen?)

I.

I.

V.

5) Conduct Method I. Personal Interviewing : Personal interviewing is the most versatile method .The interviewer can ask more questions and record additional observation about the respondent ,such as dress and body. II. Collect Information : Gathering Information by interviewer on customer site by two or more people. III. Analyze The Information : The second last step in the marketing research process is to extract finding from the collected data. IV. Present The Finding :

As the last step ,the researcher should present the finding that are relevant to the major marketing decisions facing management. V. Make The Decision : Finally we make the decision according to the all of the above points. OBJECTIVES OF THE STUDY : Primary objective of the study is to get some practical knowledge and training in a reputed clutch plate manufacturing industry.

To find out the market share of the company in a particular field. To identify the problems of the consumer and customer. To analyze the perception of customers about CLUTCH AUTO Ltd. Conclusion and suggestion.

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Chapter 2 COMPANY PROFILE

COMPANY PROFILE

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Founded in 1971 Indias largest clutch manufacturer & Exporter 3 Decades of undisputed Leadership Our Customers

Indias largest exporter of clutches, exports to 40 countries, 85% to Americas Largest aftermarket distribution network in India. State-of-the-art testing facility for Clutches Govt. of India recognized R & D Recipient of prestigious National Awards

BOARD OF DIRECTORS
Chairman & Managing Director Executive Director Non-Executive Director : : :
Sh. Vijay Krishan Mehta Sh. Anuj Mehta Sh. K.K. Taneja xiii

Non-Executive Director Non-Executive Director Non Executive Director Non-Executive Director

: : : :

Sh. Avinash P. Gandhi Sh. Chandra Shekhar Aggarwal. Sh. Satish Sekhri Smt. Pooja Kapur

KEY EXECUTIVES :

S.No 1. 2. 3. 4. 5. 6. 7.

NAME Pritam Paul K. K. Taneja C.S. Aggarwal Pooja Kapoor Anju Mehta A.P.Ghandhi Satish Sekhri

DESIGNATION Company secretary Director Director Director Exec.Director Add.Director Add.Director

Business Areas :
Clutch Auto is catering to three sectors viz. OEM, Replacement Market and Exports. Even under depressed business environment, the Company was able to

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optimally use its product mix. The Company was able to make good the shortfall in OEM sales by introducing 77 new products by fiscal year end in the Aftermarket and Exports segment. Clutch Auto has made long term commitments to OEMs' in Commercial Vehicle & Tractor segments including a CoManufacturing Agreement with a MNC Clutch Manufacturer.

BUSINESS AREAS

OEM

REPLACEMENT

EXPORTS

Company History :

Clutch Auto was founded way back in 1971 and now it is Indias largest clutch manufacturer & exporter. Clutch Auto Ltd (CAL) is the largest supplier of clutches to the commercial vehicle and tractor segment in India. It also caters to the passenger vehicle and replacement demand.

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The company is Indias largest clutch manufacturer & exporter has held 3 Decades of undi-sputed Leadership. The company is also Indias largest exporter of clutches and exports to 40 countries, 85% to Americas.The company is having largest aftermarket distribution network in India and has state-ofthe-art testing facility for Clutches. The company is having Govt. of India recognized Research &development facility. Clutch Auto Ltd (CAL) is the largest supplier of clutches to the commercial vehicle and tractor segment in India. It also caters to the passenger vehicle and replacement demand and its clientele includes Tata Motors, Ashok Leyland, Maruti Udyog, TAFE, Toyota, BEML, Escort Tractors and StateTransport Undertakings, among others. Clutch is a technology intensive business dominated by 6 players in the world, all operating either as joint ventures or as technology partners or license arrangements. CAL is the only standalone clutch company in the world, which is testimony to its technology capability.The company has developed, upgraded and upsized Ceramic and Cushioned Organic Clutches with Retrofittability on old models of the popular trucks and buses, carving a new market segment with a long term aftermarket potential besides fitment on current ongoing production.Peculiarities of Indian operating conditions both in case of passenger carriers and commercial vehicles and driving habits have been taken into consideration and performance demonstrated after simulation and evaluation of modified Designs based on the valuable field data. The Cool Clutch developed for the US market alongwith Wear Indication capability the Whisper series and Ez N Lite Twin Ceramic Self-Aligning clutch for heavy applications have been offered to the Indiancustomers.The company has ventured into the US truck market through the aftermarket route making it the only offshore company to be able to do so. It plans to be a niche player in the low volume, high value added heavy-duty clutch segment for class 7 and 8 trucks. This is because, the replacement demand for trucks in US, with a population of nearly 4.5-5mn units, is nearly as high (250,000 units pa) asthe demand for new trucks. CAL invested in technology, research and filed for patents and trademarks for a number of products that it developed. Today, the company is the only independent component company from India with an independent patents and trademarks portfolio. It has built many innovative products like the Cool Clutch, Whisper and EZ N Lite offering interchangeability unit-to-unit, component-to component with the same serviceability norms and tools.

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The companys clientele includes Tata Motors, Ashok, Leyland, Maruti Udyog, TAFE, Toyota, BEML, Escort Tractors and state transport undertakings, among others.

Awards/ Achievements :

In 1996-ISO 9002 Certification by KPMG Peat Marwick LLp Certification In 2000 -QS 9000 Certification by KPMG Peat Marwick LLp In 2003 -QS-9000:1998 Certification by TUV Anlagentechnik Gmbh In 2005 - TS 16949:2002 Certification by TUV Anlagentechnik Gmbh. R& D Certification by Ministry of science & Technology Department of Science & research In 2004 - Export House Certification by - Ministry of Commerce & Industry, Office of Joint Director General of foreign Trade.

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COMPANY PRODUCTS
Clutch Cover Assemblies
Diaphragm / Coil Type / Angle Spring Single /Dual / Double Clutches Wet / Dry / Metallic / Metal 2 Metal Tractors (Ag) & Off Highway Vehicle Armoured Tanks Rigid Single / Multi stage / Longtravel

Clutch Discs
Asbestos Free Unlined Silent Clutch Discs Single & Multi Stage Discs Self Alignment Discs 3,4,6 Pedal Discs Bonded & Rigid Discs

Repair Kits
Clutch Range 155 - 430 mm diameter.
Lever Kits Spring Kits Major Kits

Components
Hubs Pressure Plates Rollers Yokes

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QUALITY POLICY :
We follow a policy of providing products and a level of service that Consistently meets customer requirements Pursues the program of continuous improvement Improves work practices Involves its employees Quality Management System in conformity with International quality Standards Each piece individually balanced to ssuit different vehicles

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R&D CAPABILITIES :

CLUTCH DYNAMOMETER

HILL START TEST CORE DAMPENING / MECHANICAL STRUCTURE TESTING NVH CHARACTERISTICS

DESIGN SOFTWARE

NX-4.0 PRO/ENGINEER AUTOCAD / MECHANICALDESKTOP

CAE SOFTWARE

ADAMS

HUMAN RESOURCES

DESIGN ENGINEERS EXPERIENCED IN DESIGNING ALL TYPES OF CLUTCHES INCLUDING DIAPHRAGM SPRINGS. ENGINEERS TRAINED FOR OBJECTIVE / SUBJECTIVE ANALYSIS.

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PRODUCT VALIDATION

TEST EQUIPMENTS TO FULLY VALIDATE PRODUCT INHOUSE

TECHNOLOGY USED BY COMPANY :

Company is committed to deliver superior products across all segments. Under Capacity expansion and modernization plan with investment of US$ 15 Mio targeted to be implemented by December, 2010, the Company has ordered specialized machines from leading Global manufacturers. These machines include Engine based Clutch Dynamometer and other latest test machines, Virtual testing, Automatic riveting machines, latest NVH Systems, Torque test machines etc., which will not only sharpen the Technology edge of the Company but will also increase the productivity at large. New concept "Traceability Till Death" (TTD), have been implemented successfully. This unique process of Bar coding the Clutch with the Engines &Transmission has been widely accepted across vehicle manufacturers. Additional machines are being imported to support the 100% production system with this unique characteristic. This will kill the spurious products being available in the market. Development of Dual Sintered Buttons In association with Hindustan Aeronautics Ltd. (HAL), Clutch Auto has developed the technology for Dual Sintered Buttons used on commercial vehicles clutches known as Hi-Life & Extra Life Clutches, specialized CA City and universal Clutches for Domestic as well as Overseas applications. By use of the Dual Sintered Buttons, the Clutch life will increase by at-least 100%.

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Development of Cerametallic Buttons There are only two recognized sources of this type of buttons, one in Australia and the other one in USA. We have successfully done localization of these kind of button with active assistance of Hindustan Aeronautics Ld. (HAL) with technology edge i.e. double life - the Road Raider source with matching service life of clutches with much more competitive prices. This development activity is being extended to local manufacturers under the DEG Project which will be a major step in terms of containing cost of clutches both for domestic and international truck manufacturers (US, Europe and other markets). Market penetration of 77 new items launched during 9th International Auto Expo, 2008 (New Delhi) have opened up new vistas/opportunities with an edge in such segments where the Company has not pursued business opportunities. The order book position in this segment have been increased by atleast 1.5 times.

FST CAPABILITIES Full Scale Test - As per JASO ( Measurement of Torque,Friction Face Temp, Speed under specific inertia on flywheel ) Test Under specific Torque Stall Test Anti Chatter Test - As per JASO ( Under

CALs Technology for Millennium FULL SCALE TESTER

CALs Technology for Millennium BALANCING MACHINE

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different Temp & Humidity) Comparative Testing of Facings with a special Flywheel CALs Technology for Millennium DIAPHGRAGHM ASSLY TEST BENCH R&DSimulation under specific conditions

CALs Technology for Millennium TORQUE / HYSTERESIS TEST BENCH

Fully integrated manufacturing infrastructure having vast production and testing facilities. Two million Automatic Facing Riveting. Clutch Discs and Half million Clutch Cover Assemblies per annum and increasing. Machining of Forging Castings Plant on New Delhi's Automated Heat Treatment periphery sprawling over 30,000sq. meters.

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DISC DRAG CHECKING MACHINE TORQUE/HYSTERESIS TEST BENCHONLINE ONLINE

TECHNICAL SPECIFICATIONS RANGE - 160-430 MM DIA THICKNESS UNDER LOAD OF DISC CONCEPT OF DRAG-PRACTICAL METHOD OF CHECKING DISTANCE UNDER WHICH DISC BECOME FREE SUBJECTIVE METHOD OBJECTIVE METHOD BY INTRODUCTION OF SMALL TORQUE & SPLINE SHAFT PRINTING AND DATA STORAGE FACILITY HISTOGRAM OF BATCH PARAMETERS AND Cp/CpK

TECHNICAL SPECIFICATIONS RANGE 160-430 MM DIA TORQUE AND HYSTERESIS MEASUREMENT TWIST UPTO 30 DEGREE BOTH DIRECTIONS CAPABLE OF CHECKING PREDAMP TORQUE SIMULTANEOUSLY PLOTTING PRINTING & STORING FACILITIES

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COVER ASSLY PARAMETER LOAD CHECKING RIG - ONLINE

TECHNICAL SPECIFICATIONS RANGE - 160 MM TO 310MM DIA CHECKING 27 PARAMETERS IN 24 SECONDS SETUP HEIGHT / FINGER RUN OUT BY NON- CONTACT SENSOR PLOTTING AND PRINTING FACILITIES STORAGE FACILITIES FOR 10 YEARS BATCH WISE HISTOGRAM / CALCULATION OF CP/CPK PERCUSSION MARKING MISTAKE PROOF UNCLAMP AUTOMATICALLY IF JOB IS REJECTED OPERATOR HAS TO UNCLAMP MANUALLY.

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HEAT TREATMENT FACILITY

DUAL CHAMBER FURNANCE Two Zone Gas Carburizing Furnace Computerised PLC Controlled ( 54 Programmes ) Carbon Potential Control + 0.04 % Temperature Control + 4 dg. Cn.

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STATE OF THE ART ROTARY FURNACE

SHOT PEENING MACHINE

Feature of 4 step forward and 3 step (variable depending on size of chances of Decarb. PSA Nitrogen Generator for protective Hearth speed control through PLC

backward no

Conveyorised shot peening machine Shot velocity and conveyor speed adjustable Impingement of shots at 90resulting uniformity of shot pattern. Auto shot replenishment provision Shot peening control Almen strips and Almen gauge.

Diaphragm Spring.

Flame Curtain while opening of the door, so

atmosphere. HRC.

As quenched hardness consistency in 1

Clients :
1.

Tata Motors Ltd. (Daimler Benz)

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2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

Ashok Leyland Ltd. (Iveco) Eicher Motors (Mitsubishi) Bajaj Tempo Ltd. JCB Ltd. Mahindra & Mahindra (Automotive Division) Bajaj Auto Ltd. Bajaj Tempo Ltd. Scooters India Ltd. Maruti Suzuki, and Hindustan Motors Mahindra Gujarat Tractors Ltd. Tractors & Farm Equipments Ltd. (TAFE) Case New Holland Tractors Ltd. Eicher Tractors Ltd. Escorts Tractors Farmtrac Tractors Punjab Tractors Ltd. International Tractors Ltd. (Renault) HMT Tractors (Zetor) John Deere, and Indo Farm Bharat Earth Movers Ltd. (BEML) Komatsu

MAJOR COMPETITORS :

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Bosch Amtek Auto Wabco TVS Jamna Auto Gabriel India ZF Steering Jay Bharat Maruti JMT Auto

INTERNATIONAL EXPERIENCE

Exports to > 40 countries around the Globe. 85%of total Global Sales to USA > 400 designs Pull Type Clutches More focus on heavy duty clutches Speedy customer service and product development. 100% compound growth in total Global Sales.

AFTER MARKET

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Strengths

Strongest Brand Equity Widest Range Competitive Pricing 7 Warehouses After Sales Service 100 State/Town Distributors 400 Stockiest 3000 Retailers 35 Area Representatives Aggressive Sales Policy 50% growth since last 3 yrs.

VEHICLE APPLICATION
Categories Range of Vehicle Applications

Passenger Cars

Maruti- Suzuki Premier- Fiat JCBL Motor Sipani HM Allwyn Nissan Bajaj Tempo Eicher Mahindra DCM- Toyota

Datsun Honda Isuzu Mazda Mitsubishi Nissan Suzuki Toyota Audi

AMC Chrysler Ford GM Daewoo Hyundai Lada Proton Skoda

Light Commercial Vehicles

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Heavy Commercial Vehicles

Tata Ashok Leyland Swaraj Escorts Ford HMT Tafe Sonelica Mahindra Swaraj Greeves Eicher Mahindra Austin Bedford BMC British Leyland DAF Fiat International Land Rover Buick Cadillac Dodge Jeep Komatsu Lipe M.A.N. Mercury

Tractors

Utility Vehicles

FINANCIAL STATEMENTS :
Mar 31 2009 As of: Reclassified INR 1,974.5 -1,974.5 1,257.1 717.4 427.7 4.6 77.6 6.4 516.3 201.2 Mar 31 2010 Reclassified INR 2,299.8 0.7 2,300.5 1,476.4 824.1 428.5 12.6 134.2 4.1 579.4 244.7 Mar 31 2011 INR Mar 31 2012 Press Release INR 2,453.2 -2,453.2 1,394.6 1,058.6 216.0 -157.5 405.6 779.2 279.4

Currency in Millions of Indian Rupees


Revenues Other Revenues TOTAL REVENUES Cost Of Goods Sold GROSS PROFIT Selling General & Admin Expenses, Total R&D Expenses Depreciation & Amortization, Total Other Operating Expenses OTHER OPERATING EXPENSES, TOTAL OPERATING INCOME

2,505.2 1.4 2,506.6 1,616.4 890.2 451.7 7.3 162.8 4.5 626.2 264.0

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Interest Expense Interest And Investment Income NET INTEREST EXPENSE Other Non-Operating Income (Expenses) EBT, EXCLUDING UNUSUAL ITEMS EBT, INCLUDING UNUSUAL ITEMS Income Tax Expense Earnings From Continuing Operations NET INCOME NET INCOME TO COMMON INCLUDING EXTRA ITEMS NET INCOME TO COMMON EXCLUDING EXTRA ITEMS

-134.6 0.7 -133.9 -11.0 56.3 56.3 11.7 44.6 44.6 44.6 44.6

-140.7 1.9 -138.8 -14.7 91.2 91.2 7.3 84.0 84.0 84.0 84.0

-164.5 0.7 -163.8 -4.5 95.7 95.7 8.0 87.7 87.7 87.7 87.7

-192.5 --192.5 -86.9 86.9 14.0 72.9 72.9 72.9 72.9

The Future Growth Drivers :


1). India's huge geographic spreadMass Transport System. 3). Increasing disposable Income with the service sector. 5). Graduating from two wheelers to four wheelers. 7). Growing Concept of Second Vehicle in Urban Area 6). Increasing dispensable income of rural agri sector. 4). Replacement of aging four wheelers 2). Increasing Road Development.

SWOT ANALYSIS :
Strengths > > Sustained Brand leadership in a highly technology intensive industry. Low manufacturing cost compared to other leaders of the Industry across.

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> > > > > >

Efficient supply flow thru' vertical integration. Fiercely innovative & focus on heeds of end customers. Strong planning & implementation skills. Versatile Clutch Dyno - testing facility (under implementation). Products are virtually in the verge of Double life. Outcome of the NMITLI project will create altogether a different set of products with high economic benefits.

> > > > >

MEOST (Multiple Environment Over Stressed Testing) facility. Preferred to remain low profile with biting capability. Customer Centric development with high care attitude. Improving credibility against MNC's. Steps taken during the last one year for increasing the Foundry capacity will supplement Company's efforts to tap new opportunities in the years to come.

>

Timely assistance from International Bankers is likely to help establish need based capacities and test capabilities to meet the Company's International multifarious opportunities.

>

Increase in market share of the leading Truck manufacturer in USA, with whom the Company has made long term supply contracts will enhance Company's

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business opportunity. Weakness : > Present Scale of operations (however, committed to increase capacity to double by December, 2010 in phased manner). > Limited Global reach due to lack of complementarity of the products across various continents. > > Single manufacturing facility, to be grown upto a full scale integrated facility. High dependence on Limited resource base.

Opportunities : > > > > > > Agricultural Segment- Five decade monopoly. Heavy duty segment - There is no compatibility among dominant players. Technology dissemination. Cost effective solutions. Long obsolescence. Retrofittability on 20-30 years old vintage cars has extended service life even on old vehicles Threat : > Infringements by local players in unorganized sector.

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> > > > >

General market environment. Penetration of Spurious products in Aftermarket segment. New Technologies. Consolidation by the Competitors in domestic arena. OEM's target to have total control on the Aftermarket can significantly impact company's Replacement Market operations.

Chapter 3 REVIEW OF LITERATURE


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INTRODUCTION
Marketing Research :
According to American Marketing Association : Marketing Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objectiveprocess as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems.

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Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information. Before we proceed further, it is essential to clarify the relationship and difference between Marketing Research and Marketing Information System (MIS).Whatever information are generated by Marketing Research from internal sources, external sources, marketing intelligence agencies-consist the part of MIS. MIS is a set of formalized procedures for generating, analyzing, storing and distributing information to marketing decision makers on an ongoing basis. 1. While Marketing Research is done with a specific purpose in mind with information being generated when it is conducted, MIS information is generated continuously. 2. MIS is continuous entity while Marketing Research is a ad-hoc system. 3. While in Marketing Research information is for specific purpose, so it is not rigid; in MIS information is more rigid and structured. Marketing Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans.Marketing Research is a growing and widely used business activity as the sellers need to know more about their final consumers but are generally widely separated from those consumers. Marketing Research is a necessary link between marketing decision makers and the markets in which they operate.Marketing Research includes various important principles for generating information which is useful to managers. These principles relate to the timeliness and importance of data, the significance of defining objectives cautiously and clearly, and the need to avoid conducting research to support decisions already made SIGNIFICANCE OF MARKETING RESEARCH Market research surveys are carried out to collect crucial information about the market trends, consumer behavior, competitors and budding areas of growth. This research can be carried out

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through various means such as surveys, interviews etc. Some companies undertake the primary research method whereas the others go for the secondary research method. To carry out the research in a cost effective way, companies are increasingly adopting Internet-based market survey and market research report tools. This will help them to not only cut the cost but also to reach a larger segment of people. The added benefit will be that larger audience from different regions and with different perceptions will give a clear view of the market and help the company in designing its strategies accordingly. The companies that undertake market research often complaint that it is difficult to gather information unless one is willing to pay. Though market research is expensive, yet it is one of the finest sources through which information about the market can be gleaned. In primary research, the surveyor has to go from door-to-door and person-to-person to collect information whereas in secondary research, information already exists in one form or the other. Secondary research is cheaper as vital information can be collected from the Internet about consumer behavior and the market. After data has been collected from the net, all that the analyst has to do is study the collected information. The only disadvantage with secondary research is the data collected from the net is not always authentic. It may prove out to be wrong for a certain type of business. This is not the case with primary research as the information collected is first hand information. Market research surveys can fully amalgamate and update the existing market research and other business systems. This will benefit the company, as it will be enabled to conduct better surveys and keep the market research data up to date. Market research reports provide an insight into the difference in customer attitudes in different countries and regions and are supplemented with graphs, figures, and tables for better comprehension of the data.

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FLOW CHART OF MARKETING RESEARCH PROCESS:

PROBLEM DEFINITION

DEVELOPMENT OF APPROACH

DESIGN FORMULATION

DATA COLLECTION

DATA ANALYSIS xlii REPORT PREPARATION

MARKETING RESEARCH PROCESS :

step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly. Step 2: Development of an Approach to the Problem Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations. Step 3: Research Design Formulation A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and xliii

provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study.

More formally, formulating the research design involves the following steps 1. 2. 3. 4. 5. 6. 7. 8. Secondary data analysis Qualitative research Methods of collecting quantitative data (survey, observation, and experimentation) Definition of the information needed Measurement and scaling procedures Questionnaire design Sampling process and sample size Plan of data analysis

Step 4: Field Work or Data Collection Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with prerecruited households). Proper selection, training, supervision, and evaluation of the field force helps minimize data-collection errors. Step 5: Data Preparation and Analysis Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The data xliv

from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the data from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element, each RCH variable is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.

Step 6: Report Preparation and Presentation The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact. For these reasons, interviews with experts are more useful in conducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products.

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Chapter 4 RESEARCH METHODOLOGY


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Research Methodology is a way to systematically solve the research problem i.e. it signifies how the research is being carried out. Here we study the various steps that are adopted in studying the research problem. The methodology gives the researcher a chance to put his views, contentions and justifications for having adopted a certain way of doing research and ruling out other possibilities. The research Methodology is divided into following sections:1) Research Design 2) Sample Design 3) Data Collection 4) Data Analysis Procedure 5) Research Instrument

1) RESEARCH DESIGN
After formulating the research objectives, the next step is to select the suitable Research Design. A research Design is the conceptual structure within which the research is conducted. It constitutes the blue print for collection, measurement and analysis of data. In simple words it is the plan , structure , strategy of investigation conceived so as to obtain answers to research questions and to control variance.

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Research Design has been classified into following three categories: Exploratory Descriptive Causative Then a working hypothesis was evolved which consisted investigation of exploratory nature involving original field interview on a limited scale with a view to secure greater insight into the practical aspects of the present research study. The available data was then organized in such a way that leads to right path and selecting pre-determined approach of data collection by administering questions using random sampling.

2) SAMPLE DESIGN
Examining the entire sample accurately is rewarded, but practically it is impossible because of time and money constraints. Once the researcher has formulated the problem and developed a research design including the questionnaire , he has to decide whether the information is to be collected from all the people comprising the population . In case the data are collected from each member of the population of interest it is known as CENSUS survey.If data is collected only from the some member of population it is known as SAMPLE survey . Sample design includes the following:-

POPULATION:
The sample used in the study includes the people both from inside and Outside the Faridabad.

RANDOM SAMPLING:
To avoid the biasness in sampling, random sampling method has been used to get the responses from different segments of people.

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SIZE OF THE SAMPLE:


The size of the sample is 50. This sample population includes people from different segments of the society i.e. from different professions.

RESEARCH INSTRUMENT:
Structured questionnaire has been used as research instrument to obtain information. The responses from the concerned respondents were collected personally during normal working hours. Necessary information was also sought by personal interview from the employees of the branch.

3) DATA COLLECTION
The data collection is the gathering of needed information for making fruitful decisions that helps in successful completion of the project. Data collection is either structured or unstructured depending upon the study, questionnaire method was found to be most effective. The questionnaire was structured and non-disguised. There was also face-to-face conversation between the researcher and the respondents, the respondents were also provided feedback and clarifications behind the questions. This was deemed necessary in order to enable the respondents understand the questions in the same context, as the researcher wanted. This calls for collection of both primary and secondary data. In the present project work, both types of data are collected for achieving the objectives of present research study.

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PRIMARY DATA

These are those data that are collected afresh for the first time, and thus happen to be original in nature. Such data are administered by the authorities who themselves are responsible for their collection. Methods used for collecting it are Observation and Questionnaire. QUESTIONNAIREIt is a formally schedule to obtain and record specified and relevant information with tolerable accuracy and completeness. As such it directs the questioning process and promotes clear and proper recording. The questionnaire method has been used for the present study as shown in the annexure. Once the questions have been addressed the next step concerns the type of responses/questions. Questions can be classified into two groups:a) Open-ended questions- here lists of acceptable responses are not provided to the respondent and they may answer in his/her own words. b) Close-ended questions- here list of acceptable responses is provided to the respondent. Dichotomous subtype questions are used for the present study. This allows only two possible answers. These questions are generally easy to ask and answer. SURVEY-

Discussions with branch head of the bank. The structured questionnaire was administered to the selected sample size of 50.

SECONDARY DATA

These are those data which have already been collected by someone else and which have been passed through the statistical process. The sources of secondary data used for the present study include internet, company journals and magazines. The secondary data has been scrutinized before compilation to access its suitability, reliability, adequacy, and accuracy.

4) DATA ANALYSIS

To make the study meaningful the data collected needs to be edited, encoded and tabulated. This is necessary to arrive at a concrete conclusion. The raw data has no use in research until an appropriate analytical tool is used. This is essential for the study for ensuring that we have all relevant data for making contemplated comparisons and analysis. The various data obtained through the methods specified in the preceding sections have been carefully edited and classified for further use in presenting the data in an easily understandable manner. Among the available tools for better analysis data tools such as pie charts, bar graphs were used.

5) ANALYSIS TECHNIQUES
The responses to the questions have been analyzed, using the Likert Scale. Likert type scale can easily be used in respondent-centered and stimulus-centered studies. It consists of a number of statements that express favorable or unfavorable attitude towards the given object to which the respondent is asked to react. For the present study the respondent is given a scale whose positions range from strongly agree to strongly disagree. Likert types Scales are developed by utilizing the item analysis approach wherein a particular item is evaluated on the basis of how well it discriminates. Thus Likert Scale consists of a number of statements that express either a favorable or unfavorable attitude. Here the respondent indicates his agreement or disagreement in the questionnaire. Each of the response is given a numerical score indicating its favorableness or unfavorableness. For the present study the scale had the following options to which the respondent were asked to respond to. At one extreme of the scale there is strong agreement with a statement and at the other strong disagreement and between them lie intermediate points. The Likert Scaling Technique assigns a scale value to each of 5 responses. The same thing is done for each and every statement in the questionnaire. This way the instrument yields a total score for each respondent, which would then measure the respondents favorableness towards the given point.

The procedure for developing a Likert-type scale is as follows: At the first step a set of statements are collected which are relevant. li

In the second step the respondents are asked to indicate their responses to each and every The response to various statements are scored in such a way that a response indicative of

statement using a five-point scale as shown above. the most favorable attitude is given the highest score of 5 and that with the most unfavorable attitude is given the lowest score of 1. Then the total score of each respondent is obtained.

Chapter 5
DATA ANALYSIS &
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INTERPRETATION

Ques : Are you satisfied with durability of the product ?

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60 50 40 30 20 10 0 A B C D Percentage Of dealers

Level Of Satisfaction

Interpretation : In this chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 40% consumer are highly satisfied with durability Of product 60% are satisfied , 10 % are average satisfied and 5% are not satisfied.

Ques : Are you satisfied with foundation of the product ?

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60 50 40 30 20 10 0 Percentage Of Dealers

Interpretation : In this chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 32% consumer are highly satisfied with foundation Of product 60% are satisfied , 9 % are average satisfied and 5% are not satisfied.

Ques : Are you satisfied with the response of the company regarding enquiry ?

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70 60 50 40 30 20 10 0 Percentage Of Dealers

Interpretation : In this chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 5% consumer are highly satisfied with the respnose Of the company regarding enquiry 6% are satisfied , 28 % are average satisfied and 68% are not satisfied. Ques : Are you satisfied with the packing of the product ? lvi

50 45 40 35 30 25 20 15 10 5 0

Percentage Of Dealers

Interpretation : In this chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 4% consumer are highly satisfied with the packing of the product 50% are satisfied , 30 % are average satisfied and 10% are not satisfied

Ques : Does product reach to the consumer without any damage?

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40 35 30 25 20 15 10 5 0 A B C D Percentage Of Dealers

Interpretation : In this chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 4% consumer says yes,product reach without any damage the product 50% are satisfied , 30 % are average satisfied and 10% are not satisfied Ques : Are you satisfied with discount offered by company ?

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A B C D

Interpretation : In this pie chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 35% consumer are highly satisfied with the discount offered by company 45% are satisfied , 15 % are average satisfied and 5% are not satisfied .

Ques : Are you satisfied with the correct quantity of material send by us ?

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60 50 40 30 20 10 0 A B C D Percentage Of Dealers

Interpretation : In this pie chart persons are divided into four categories A , B , C , & D. A stands for highly satisfied persons ,B stands for satisfied persons C stands for those persons who are average satisfied and D stands for who Are not satisfied. According to this chart 3% dealers are highly satisfied with the correct quantity Of material send by company 50% are satisfied , 60 % are average satisfied and 5% are not satisfied .

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Chapter 6
RECOMMENDATION AND SUGGESTIONS

FINDINGS OF THE STUDY :

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There are many duplicate product in all segments . Being problems in replacement , some customers are shifting to purchase competitors products. There is need of imrovement in supply of products. Advertising is necessary in the replacement segment. Although Clutch Auto Ltd. Has competitive price for genuine products but th e Customer want cheaper products , because they compare the price with local brands. Quality is satisfactory in all the market . Distribution is not so good in replacement market. Company is not providing promotional schemes with itsClutch discs and clutch covers . But the Dealers are demanding for it. In the area of faridabad there is no distributor so there atleast one distributor must be in faridabad.

LIMITATIONS :
The survey and research has been done in delhi and Faridabad . Therefore the results shows the market position of Delhi and Faridabad area only but due to small sample size and short time Duration results cannot be consider as representative of whole of the population . Convenient sampling was used as the mode of conducting the research. Retailers may not have been true in answering various questions and may be baised to certain other questions . Some retailers however were not willing to share their and did not give any information. Many respondents did not give a proper thought before filling up the questions , and some even ticked things, which were not applicable. Respondents were reluctant to answer some questions, as they took them as personal , therefore increasing the possibility of error.

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RECOMMENDATIONS & SUGGESTIONS

Company should have more experienced and energetic marketing executives to promote the sales.

Company should try to improve its manufacturing technology to enhance the quality and technology. Company should open the executives outlets of CAL products to remove the duplicity in the products. Rate list should be issued to all the dealers. Company should try to improve the existing marketing channel , visit to the dealers to create healthy relation and hearing of complaints. Atleast monthly visit of sales executive should be in the market to create and maintain healthy relations. Company should try to give good margin to the retailers to promote the sales. Give credit to the dealers.

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CONCLUSION :

For my growth as a student of MBA studies, it was a milestone to work in such a field . It was a privilege to work in such an efficient field.I have learned and grown a lot during my training as a professional and as a human being as well . I found my project extremely knowledgeable and informative. This was the second opportunity I got to get some practical experience . It made me familiar with the present work culture as I learned does and dont s for a professional in marketing. I am very thankful to all those professionala of Cutch Auto Ltd who helped me in my project by giving their precious time to me. I am grateful to all the faculty members of my institute for making my report a success.

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S.No - 1 Performance Feedback On Standard Product: Customer Name :- Address Date ::-

NOTE : A.Highly Satisfied B.Satisfied C.Average D.Not Satisfied

Ques1:- Are you satisfied with on time delivery ? A B C D

Ques2:- Are you satisfied with the foundation of the product ? A B C D

Ques3:- Are you satisfied with the figment of the product? A B C D

Ques4:- Are you satisfied with the durability of the product? A B C D

Ques5:- Are you satisfied with the packing of the product? A B C D

Ques6;- Are you able to release the value for money from the product?

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Ques7:- Are the product reaching your end safety without any damage? A B C D

Ques8:- Are you satisfied with the discount offered by us?

Ques9:- Are you satisfied with the correct quantity of material sends by us?

Ques10:- Are you satisfied with the proper discounts sent with the material ?

S.No - 2

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Performance Feedback On Standard Product(2) : Customer Name :- Address :- BKS Motors Pvt. Ltd 280,Bara Bazar Guru Nanak Auto Market Delhi Date :- 25/06/2010 Ques1:- Are you satisfied with on time delivery ? A B C D

NOTE : A.Highly Satisfied B.Satisfied C.Average D.Not Satisfied

Ques2:- Are you satisfied with the foundation of the product ? A B C D

Ques3:- Are you satisfied with the figment of the product? A B C D

Ques4:- Are you satisfied with the durability of the product? A B C D

Ques5:- Are you satisfied with the packing of the product? A B C D

Ques6;- Are you able to release the value for money from the product?

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Ques7:- Are the product reaching your end safety without any damage? A B C D

Ques8:- Are you satisfied with the discount offered by us? A B C D

Ques9:- Are you satisfied with the correct quantity of material sends by us? A B C D

Ques10:- Are you satisfied with the proper discounts sent with the material ? A B C D

S.No - 3 Performance Feedback On Standard Product (3) :

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Customer Name :- Manoj Kumar Address :- Shanti Automobiles Railway Crossing ,Bata Chowk Faridabad Date :- 28/06/2010 A. B. C. D.

NOTE : Highly Satisfied Satisfied Average Not Satisfied

Ques1:- Are you satisfied with on time delivery ? A B C D

Ques2:- Are you satisfied with the foundation of the product ? A B C D

Ques3:- Are you satisfied with the figment of the product? A B C D

Ques4:- Are you satisfied with the durability of the product? A B C D

Ques5:- Are you satisfied with the packing of the product? A B C D

Ques6;- Are you able to release the value for money from the product? A B C D

Ques7:- Are the product reaching your end safety without any damage? lxx

Ques8:- Are you satisfied with the discount offered by us? A B C D

Ques9:- Are you satisfied with the correct quantity of material sends by us? A B C D

Ques10:- Are you satisfied with the proper discounts sent with the material ? A B C D

S.No 4 Performance Feedback On Standard Product (4) : Customer Name :- Address :- TATA Genuine Spares

NOTE : A.Highly Satisfied B.Satisfied C.Average D.Not Satisfied

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2852, Bara Bazar Kashmere Gate,Delhi Date :- 28/06/2010 Ques1:- Are you satisfied with on time delivery ? A B C D

Ques2:- Are you satisfied with the foundation of the product ? A B C D

Ques3:- Are you satisfied with the figment of the product? A B C D

Ques4:- Are you satisfied with the durability of the product? A B C D

Ques5:- Are you satisfied with the packing of the product? A B C D

Ques6;- Are you able to release the value for money from the product? A B C D

Ques7:- Are the product reaching your end safety without any damage? A B C D

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Ques8:- Are you satisfied with the discount offered by us? A B C D

Ques9:- Are you satisfied with the correct quantity of material sends by us? A B C D

Ques10:- Are you satisfied with the proper discounts sent with the material ? A B C D

S.No - 5 Performance Feedback On Standard Product (5) : Customer Name :- Address :- Nanak Motor Stores 1062, Bara Bazar Kashmere Gate,Delhi Date :- 5/07/2010 NOTE : A.Highly Satisfied B.Satisfied C.Average D.Not Satisfied lxxiii

Ques1:- Are you satisfied with on time delivery ? A B C D

Ques2:- Are you satisfied with the foundation of the product ? A B C D

Ques3:- Are you satisfied with the figment of the product? A B C D

Ques4:- Are you satisfied with the durability of the product? A B C D

Ques5:- Are you satisfied with the packing of the product? A B C D

Ques6;- Are you able to release the value for money from the product? A B C D

Ques7:- Are the product reaching your end safety without any damage? A B C D

Ques8:- Are you satisfied with the discount offered by us? A B C D

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Ques9:- Are you satisfied with the correct quantity of material sends by us? A B C D

Ques10:- Are you satisfied with the proper discounts sent with the material ? A B C D

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BILIOGRAPHY :
BOOKS : MARKETING RESEARCH by Beri G.C. (Edition 2007)
Published by Tata McGraw Hill Education Private Limited, 7 West Patel Nagar , New Delhi - 110008

WEBSITES : http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?ticker=CLTO:IN

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http://markets.ft.com/Research/Markets/Tearsheets/Summary?s=CLUTCHAUTO:NSI http://www.google.co.in/ http://economictimes.indiatimes.com/clutch-auto-ltd/capitalstructure/companyid-13886.cms http://www.clutchauto.com/ http://www.thehindubusinessline.com/companies/?categoryId=55049 http://www.google.co.in/url? sa=f&rct=j&url=http://en.wikipedia.org/wiki/Aftermarket_(automotive)&q=aftermarket&ei=bldKUJb XKYTTrQevloDACw&usg=AFQjCNFVoed-Cjo-SdXBF8JOe08QoOnGqw http://investing.businessweek.com/research/stocks/financials/financials.asp? ticker=CLTO:IN&dataset=balanceSheet&period=A&currency=native

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