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[SALES STUDY OF
M&M
TWO
WHEELER ]
[ SYNOPSIS]
RAGINI DHORE
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Amravati University
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Amravati University
Date:
Signature
Place: Amravati
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Amravati University
I am grateful to Sir Mr. Gopal Turankar Sales manager , Director Of Gadre Motors
Mr. Sunil Gadre, who has provide facility to make this project successful one. I
express my sincere gratitude to my Guide sir. Akshay umbarkar and team of
Gadre Motors Amravati. For their valuable guidance as and when I required,
moral support, their persistent encouragement during project work and of
course,
for
giving
freedom
during
our
project
work
by
which
RAGINI DHORE
(MBA)
G H RAISONI, AMRAVATI
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Amravati University
DECLARATION
Date:
Place: Amravati
Signature
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Amravati University
CONTENTS
Title
Page No.
EXECUTIVE SUMMARY
2-4
CHAPTER
5-23
I: -
Profile
CHAPTER
II: -
Theoretical Framework
24-36
Advertising strategies.
Sales promotion tools.
Sales trends.
Models of the Mahindra two wheelers.
CHAPTER III: -
Data analysis
37-53
IV: -
54-57
Annexure
Bibliography
QUESTIONNAIRE
Raisoni College Of Management
58-63
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Amravati University
Need for the Study:This study is an attempt to recognize which type of sales and
marketing strategies adopted by the company. How they brought their product into
the market. And how they increased their costumer attitudes, customer preference,
sales & brand awareness in their region
Objectives of the study:1)
2)
3)
4)
5)
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Amravati University
Research methodology:The data and information needed for the study has been
are questionnaire, personal interviews with the customer of the Mahindra two
wheelers collected from both primary and secondary sources. The primary sources
used for collection of Information from the users of two wheelers and official
interviews in the corporation. In addition to this the information is also collected
from secondary source through the internet.
Research design:In the study on attempt is made to evaluate the preface of the
companys approach the sales persons about their marketing strategies like
advertisement, sales promotion tools etc. these are making to create a awareness
of brand in their region of sales.
I. Data collection:For this study the primary and the secondary data were collected
from conducting survey on that region. The following shows how I collected the
primary as well as secondary data.
A. Primary data:The primary data was obtained through market survey, by
personal interview and questionnaire method at Amravati region.
B. Secondary data:The secondary data is collected from the company as well as
through some websites (www.mahindra.com)
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Findings of the study: According to survey, it was clear that the availability of spare parts was very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases two
wheelers by wall painting, and 4% .among 54 % of the respondents were
purchased from others. The 02 & 03 respondents by T.V. Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in an income
group of Rs. 71000 to Rs. 100000 and 12% which are respondents are in an
income level of Rs. 41000 to Rs.71000.
Out of 50 respondents it was found that 30 respondents are influenced by
company showroom during purchase, company sales man and rest of others by
advertising friends/ relatives, etc influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the vehicle
performance.
Suggestions: M&M Company needs additional sales promotional activities like organizing
exhibitions, fairs issuing catalogues and broaches, display and demonstration,
contests etc.
Company should give advertisement in magazines and news papers to make them
aware and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of
festivals
Raisoni College Of Management
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Limitation of the study:1. The study was restricted to the surrounding areas of the Amravati only. Therefore
the result of the study cannot be generalized to other parts of the country.
2. Due to time constraints, the extensive research could not be undertaken. Therefore
the sample size was restricted to 50 customers only.
3. Analysis of data collected from questionnaire was done on the assumption. It is a
relevant data.
4. Preferences & response of the customers would change over a period of time.
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Chapter-I
Company profile
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Company profile
I.
HISTORY OF THE COMPANY:Mahindra and Mahindra Limited is the flagship company of the Mahindra group,
which has been a significant presence in key sectors of the Indian economy. A consistently high
performance, M&M has been ranked among the top private sector companies in the country for
several years.
Mahindra brothers (R.K. Mahindra & S.K Mahindra) make
general purpose utility vehicles for Indian market started the company way
back in 1945, It was setup at Nasik. The first four wheeler of their company
was Willys Jeep with petrol version engine. This engine was manufactured at
France.
But after 1965 they started to produce their own engines DI & DP.
DP--------->Diesel Peugeot
M&M soon branched out into manufacturing agricultural tractors and light
commercial vehicles; the company later expended its operation from automobile and tractors to
secure a significant presence in many more important sectors.
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manufactured. FJ mini bus and goods vehicle with capacity of 2.5 ton and 4
tons were manufactured at this plant. This was the first diversification of M&M
from jeeps to LCVS.
information
technology,
telecom
and
infrastructure
development.
They have diversified into financial service; Kotak
Mahindra was the collaboration with Kotak.
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automotive
division
manufactures
utility
and
light
Proof of this
expertise is the launch of Bolero, a new generation utility vehicle and tile
Arjun, a sophisticated agricultural tractor.
The companys commitment to technology-driven innovation is reflected
in the setting up of the Mahindra research valley, a 100 acre facility that will
house, less than one roof, the companys engineering research and product
development wings.
The M&M philosophy of growth is centered on a belief in people. As a
result the company has put in place initiatives that seek to reward and retain
the best talent in the industry. M&M are also known for its progressive labor
management practices.
In the community development sphere, the company has implemented
several programs that have benefited the people and institutions will its areas
of measurements
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after-market,
information
technology
and
infrastructure
Auto Sector was the proud recipient of the prestigious National Award for R&D 2003 in
recognition of its pioneering R&D efforts, which culminated in the indigenously engineered and
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M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm in
the world to receive the award.
2004
Automotive Divisions International Operations received the regional highest exports trophy 200001 from the Engineering Exports Promotion Council.
2005
Mahindra & Mahindra received the highest Governance & Value Creation rating CRISIL GVC
Level I from CRISIL ratings for its ability to create value for all its stakeholders while adopting
Sector comprises of three categories Passenger Vehicles, Commercial Vehicles and Tractors.
Mahindra Life spaces were named Indias fastest growing construction company by Construction
(WR).
M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information Security
Management System.
M&Ms Auto Sector awarded the 2nd prize for Excellence in Supply Chain Management,
organized by S.P. Jain Institute of Management & Research, Mumbai.
2006
Forbes has ranked the Mahindra Group in its Top 200 list of the Worlds Most Reputable
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The Logan ranks first in the J.D Power Asia Pacific 2007 India Initial Quality StudySM (IQS) in
the Entry Mid-size segment with a score of 65 PP10O. Released in December 2007, this study
serves as the industry benchmark for new-vehicle quality measured at two to six months of
ownership. Overall quality performance is based on both design quality and production quality
leading score of 91 (joint first with Innova) as per a study released in December 2007.
Mr. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the
publication 'Mint' dated August 28, 2007. The Mint Influencers Index is a monthly, objective
measure that tracks 20 high-profile Indian business and policy leaders across the print media.
Mr. Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in Business
Weeks edition dated August 13, 2007. It goes on to say ".the dapper Harvard Business Schooleducated Mahindra has positioned his company to compete with India's other automakers, such as
Tatas thanks to a new venture with Nissan and Renault to make the Logan."
Mahindra & Mahindra is ranked 37th in the B & E Power 100 while it ranks 4th in the Transport
Equipment Sector as per the Business & Economy magazine issue dated 28 June 2007. Net profits
II.
have been taken as the parameter for these exclusive 100 most profitable companies of India list.
IMRB International ranks Scorpio as an Olympic brand. Only 4 wheeler brand to reach this
100
Mahindra was ranked 31st in Business Today's annual survey of India's most valuable companies.
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BOARD OF DIRECTORS
The Group Management Board comprises the Vice Chairman & Managing
Director, Presidents of the Business Sectors as well as heads of certain key corporate
functions. The Board provides strategic direction and enterprise leadership, facilitates
synergistic and symbiotic relationships and creates a shared vision and value-system, across
the various Business Units and Companies that make up the Mahindra Group. The
membership of the Group Management Board is as follows:
Anand G. Mahindra
Vice Chairman & Managing Director
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Bharat Doshi
Executive Director & Group Chief Financial Officer (Group CFO)
A.K Nanda
Executive Director
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Rajeev Dubey
President (HR, After-Market & Corporate Services) Board &
Member of the Group Management Board
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III.
DEALERS PROFILE:-
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Sales Man
Service Section :
Mechanics
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Large spare section with different all type of Mahindra spare parts
Separate workshop with skilled workers with several equipments and different types lathes
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O rg a n i s a ti o n S tru c tu re o f M /s S h ri B a s a v a M o to rs
M a n a g i n g D i r e c to r' s
F in a n c e M a n a g e r
S a le s
C a s h ie r
S a le s M a n a g e r
S e rv i c e
T y p is t
C a s h ie r
S a le s M a n
T e l e M a rk e te r
S e rv i c e M a n a g e r
FLA
CRO
S u p e rv i s o r
In s ta l e r
O th e r W o rk e r
T y p is t
M e c h a n ic s
H e lp e r
L a th e O p e ra to r
W a te r S e rv i c e
Organization Structure of
Amravati
M&M Two wheeler
in GADRE
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H e lp e r
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Family credit
Hinduja Leyland
Shriram finance
Berar Finance
Other Banks
MANAGER/SHOW ROOM
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To increase the sales Managing Director (MD) has appointed separate sales force to
meet the challenge of competition. This force has spread all over the area of Amravati, which make
direct
Contact with the customer, which resulted the greater sales of Mahindra two wheelers.
SALES TRENDS
PERIOD
QUANTITY
(IN TRACTORS)
2012-2013
656
2013-2014
716
20014-2015 (1
06
month)
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1378
800
656
716
700
600
500
400
2012-2013
2013-2014
2014-2015
300
200
100
0
QUANTITY
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Chapter II
Theoretical Framework
Advertising Strategies
Sales promotion tools
Sales trends
Models of Mahindra two wheeler
Sales & Marketing strategy, Sales Promotion & Selling Process carried out by
Mahindra two wheeler Motors:Before going to promotion strategy the company must take decisions on the
total promotion budget and choice of the promotional tools to be used one of the most difficult
marketing decisions facing companies is to work out on how much to spend on promotion.
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SELLING PROCESS:The selling process is an important aspect of ever organization. Sales operations carried by
Mahindra two wheelers.
Telephonic Enquiry.
Walk in customer.
Raisoni College Of Management
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Amravati University
Mahindra Duro DZ
Raisoni College Of Management
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Amravati University
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Amravati University
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Amravati University
Mahindra Flyte:-
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Mahindra Radeo RZ
Raisoni College Of Management
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CHAPTER III
Data analysis
Data interpretation & analysis.
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Particular
Mahindr TV
No. of
responde
nts
10
15
20
30%
16%
ki
10
02
05
20%
04% 10%
Total
50
100
%
15
No. of respopondents
10
5
0
Mahindra
TVS
Honda
Hero
Brands
Percentag
e
Interpretation:
Source: - Field survey data
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Bajaj
suzuki
Table-2
Profession of Respondents:
Particulars
Students
No.
of Percentage
Respondents
26
52%
Business
08
16%
Others
16
32%
Total
50
100%
Business
Others
Professions
Interpretat
ion:
Source:- Field survey data
Raisoni College Of Management
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Table-3:-
Respondents Incomes
Incomes
No. of respondents Percentage
Below 40000
08
16%
41000-70000
06
12%
7100027
54%
101000
and
09
18%
100000
50
100%
above
Respondents Income
30
Interpretation: 25
20
15 data
Source:
- Field survey
No. of respondents
10
5
0 income is also an important parameter in purchasing the two
The study clearly states that the
Below 40000 41000-70000 71000-100000
101000 and above
wheelers. It was noticed that among
27 respondents 54% are in the income
group of rupees
Income
71000 to 100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income
group
No.
Company
showroom
respondents
30
of Percentage
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60%
Amravati University
04
08%
nt
Colleagues
04
08%
Friends
06
12%
Self
04
08%
Relatives
02
04%
50
100%
Interpretation:
Source:-Field survey data
It was found that among 50 respondents 60% of them were in group of company showroom, 8%
of them each were in group of colleagues & advertisement, rest of them were friends, self and relatives.
Most of the people are buying the tractors in the showroom.
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Table-5:-
Mode of purchase
Particular No.
s
of Percentage
respondents
Cash
15
30%
Credit
35
70%
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100%
No. of respondents
35
30
25
20
15
10
5
0
1
2
Mode of purchase
Total
Interpretation:
Source: Field survey data
It was found that among 50 respondents 70% of them were in the group of
credit. All most of all customers are buying the tractors on the basis. And 30% of them were in
the group of cash.
Table-6:Particulars
Mahindra
finance
SBH
SBI
TGB
Others
09
04
05
13
of Percentage
38%
18%
08%
10%
26%
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100%
13
SBH
SBI
TGB
Others
Mahindra finance, 18%9 of them are in the group of SBH, 08% of them are group
of SBI, 10% if them are in the group of TGB and 26% of them are others.
19
Table-7:-
Particulars
Fully satisfied
Partially
Dissatisfied
satisfied
No.
28
respondents
13
09
50
of Percentage
56%
26%
18%
100%
Interpretation:
30
Source: - Field survey
data
25
The20
above table explain that among 50 respondents 56% of them are in the
No. of respondents 15
group
of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the group
10
of dissatisfied. Highest percentage
of consumer is satisfied with the financiers providing the
company.
5
0
Fully satisfied
Partially satisfied
Dissatisfied
Satisfaction
Sources of Awareness
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No.
of Percentage
T.V.Adds
respondents
02
04%
Wall
18
36%
painting
Magazines
03
06%
Others
27
54%
50
100%
Sources of awareness
T.V.Adds ; 4%
Interpretation:
wall painting; 36%
Others; 54%
Source: Field survey
data
Magazines;
The field survey clearly
shows 6%
that among 50 respondents, 54% of them are
in the group of others, 36% of them are in group of wall painting, 06% of them are in the group
of magazines, 04% of them are in the group of T.V.Adds.
Table-9
Particulars
Excellent
Vehicle Performance
No.
respondents
26
of Percentage
52%
Good
08
16%
Average
12
24%
Poor
04
08%
Total
50
100%
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15
10
5
0
Excellent
Good
Average
Poor
Performance
Interpretation:
Source: Field survey data
It was noticed that among 50 respondents, 52% of them are in the group
of excellent and 16% of them are in the group of good, 24% of them are in the group of average,
and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle
performance.
Table-10
Particulars
Company
showroom
Friends
Relatives
Others
08
02
02
50
Purchase of present vehicle
Relatives
of Percentage
76%
16%
04%
04%
100%
Others
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Table-11
Particular Belo
s
w
1
year
No. of
15
responde
30
18
07
10
50
36
14
20
100
20
18
16
14
Interpretation:
12
Source: Field survey
data
10
No. of re sponde nts
8
The above
table shows that 50 respondents, 36% of them are in the group of
6
4 in the group of above 2 year and 14% of them are in the group of
below 1 year, 20% of them are
2
since 2 year. Most of the consumers are using the vehicle since 1 year.
0
Below 1 year
Since 1 year
Since 2 year Above 2 year
Life
Table-12
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No.
30
respondents
08
06
06
50
of Percentage
60%
16%
12%
12%
100%
Interpretation:
35
70%
30
60%
50%
40%
Table-13
Suggest
the
vehicle
to others
satisfaction
after
sales
and services
Particulars
No.
of Percentage
Yes
respondents
36
72%
No
14
28%
50
100%
Interpretation:
40
35
Source: Field survey data
30
1400%
25
No. of respondents
20
15
Raisoni College Of Management
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Amravati University
1
5
0
72% 28%
No
Yes
2
Suggesation
Table-14
Satisfaction of the consumers with the
Mileage of Mahindra
Two wheelers
Particulars
No.
respondents
Very satisfied
16
of Percentage
32%
Satisfied
31
62%
Dissatisfied
03
06%
50
100%
Satisfaction of the customers with the mileage of the Mahindra two wheelers
Interpretation:
35
30
20
From the above table it is clear that most of the customers are satisfied
15
with the fuel consumption.10 But still the company should struggle a lot to satisfy the customer very
much in this regard.
5
0
Very satisfied
Satisfied
Dissatisfied
No.
Informative
respondents
11
of Percentage
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53
22%
Amravati University
21
42%
Communicati
12
24%
on
Convincing
06
12%
50
100%
Response and behaviour of the firm staff with respect of sales and services
25
Interpretation:
21
20
12
From11
the above table it is clear that they are co-operative 42% as
10
5
0
Informative
Co-operative Communication
Convincing
Informative
Chapter-IV
Finding
Suggestion
Conclusion
Raisoni College Of Management
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The following is derived from the data evaluated and analyzed by survey:
According to the survey it was found that Mahindra two wheelers have a
brand loyalty, because of its advanced features.
Among 50 respondents it was found that 52%, which is of 26 respondents,
was aware of Mahindra two wheelers and like to purchase Mahindra vehicle
only because of its good performance.
Out of 50 respondents it was found that 62% which of 31 respondents
purchase tractors for needs purpose, 14% respondents for business and
24% respondents for other purpose.
Raisoni College Of Management
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M&M Company needs additional sales promotional activities like organizing exhibitions, fairs
issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware and to
attract customers
Dealer should attract customers by giving special reduction in prices at the time of festivals
Mahindra two wheelers are restricted only to red color, company need to change especially
metallic color.
Dealer/sales manager requires conducting meetings conventions and conferences, and training
their sales force by providing sales target, bonus and other incentives.
Dealer should personally take care of customers share of in small number of customers are not
satisfied by the response given by the service personnel at the time general check up.
A smaller seat should be provided for better driving comfort and reduction of strain and safety
seat belt.
Sales service and after sales service should increase to the excellent level which will add to the
companys brand image.
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ANNEXURE
Bibliography
Questionnaire
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Bibliography
Marketing Management
Philip Kotler
Marketing Management
MAGAZINE
AUTO INDIA
Website
(www.mahendra.com)
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Questionnaire
1. Name
2. Age
3. Educational Status
4. Address
5. Occupation
: a) student
6. Annual Income
[]
b) employee
a) Below 40000
[]
b) 41000-80000
[]
c) 81000-110000
[]
[]
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[]
c) others
Amravati University
[]
[]
b) No [ ]
[]
b) Bank Loan
[]
c) Credit
[]
d) Finance
[]
[]
b) Advertising [ ]
c) Relatives
[]
d) Company goodwill [ ]
e) Self
[]
e) Others
[]
[]
b) Model
[]
c) Quality
[]
d) Good Service
[]
e) Brand
[]
[]
b) TV Adds
c) Wall Painting
[]
d) Magazines [ ]
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Amravati University
[]
c) Other purposes
[]
b) Business
[]
[]
b) ICICI
[]
c) SBI
[]
d) TBG
[]
e) Mahindra finance
[]
f) others
[]
14. Ownership
a) Single
[]
b) Duel
[]
[]
b) No
[]
[]
b) No
[]
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17. Are you satisfied with the after sales and services?
a) Excellent
[]
b) Good
[]
c) Average
[]
d) Poor
[]
[]
b) HERO
[]
c) BAJAJ
[]
d) HONDA
[]
[]
b) Magazines [ ]
c) TV Adds
[]
d) Others
[]
[]
b) Good
[]
c) Average
[]
d) Poor
[]
a) Very high
[]
b) High
[]
c) Reasonable
[]
d) Less
[]
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22. Since how many years you are using this bike?
a) Below 1 year
[]
b) Since 1 year
[]
c) Since 2 year
[]
d) Above 2 year
[]
[]
b) No
[]
[]
c) Dissatisfied
[]
b) Satisfied
[]
[]
b) Co-operative
[]
c) Communicative
[]
d) Convincing
[]
[]
b) No
[]
Suggestions:
Raisoni College Of Management
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I sincerely thank you for spending your valuable time for giving me the
information.
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