PROJECT REPORT

ON
“Lead Generation activities at Windshield Experts”
Submitted in partial fulfillment of
Master of Business Administration (MBA)

Submitted By :-
Name :- Anam Khan
Roll No. :- A19201143472

Amity University
Noida Campus
Sector – 125, Noida, U.P.

1
 STUDENT DECLARATION

I hereby declare that the Report conducted as “LEAD GENERATION ACTIVITIES

AT WINDSHIELD EXPERTS” submitted in partial fulfillment for the requirement of

Master of Business Administration (M.B.A.) as a Project Report. It is my original work

and the same has not been submitted for the award of any other

Degree/Diploma/fellowship or other similar titles or prizes.

Anam Khan

2
 ACKNOWLEDGEMENT

Nobody is born perfect in himself/herself; it is some timely guidance, proper teachings

and blessings by parents, well-wishers and seniors around us, who gives us perfection

and skills to make ourselves prepared for a walk on the path of success.

My project work, which is the first step of mine in the field of professionalism, has been

successfully accomplished only because of timely support of my seniors.

With all my respect, I would like to thank all my supporters for their timely guidance and

moral support to accomplish my project report efficiently.

Anam Khan

3
 EXECUTIVE SUMMARY

In today’s business scenario, it is very much imperative that a good management professional

must be well versed with practical application of theories and principle of management, learned

during management course pursued by summer training.

The project gives needed beneficial practical knowledge and helped the management

professionally in understanding the nature of markets, people and organizations. This project

report is made on the basis of research conducted through questionnaire and personal interview

method.

In the beginning of the project report, introduction is given about the Windshield Experts (WE).

Windshield Experts, an ISO 9001:2008 certified company, is India's largest automotive glass

repair and replacement company. WE is present in 32 cities and have 56 conveniently located

service centers & mobile vans.

Windshield Experts is India’s first specialist in automotive glass repair and replacement. It

provide fast, world – class guaranteed service at an affordable price to customers and follows

international safety standards for car glass repair and replacement.

Windshield Experts is followed by the product profile and then is followed by details of accounts

like Operating profits and Net sales.

Also, it is followed by the research design, which was being adopted for conducting the study.

4
Summarized data is shown with the help of well-labeled graphs and findings have been given.

 Through this research , we have found that around 50% of total customers came through

Just Dial.

 We (I and my team) have noticed that most of the customers has come twice and for the

first time in the Windshield Experts.

 We also noticed that more than 70% of the customers came to get their windshield

replaced by Insurance Claim .

 The data shows that most of the customers have to wait for around 1 hour – 2 hours to

get their windhields repaired or replaced.

 We have concluded that almost half of the customers are Satisfied and dissatisfaction is

very low.

 The data also shows that about one-third of the customers felt Good regarding services.

 By the data, we have concluded that most of the customers are of age group between 26

to 40 years.

Every business wants to increase in sale of their product or service in market. Same is with

Windshield Experts (WE).

5
Windshield Experts wants to grab those customers who wants to get repair or replacement of

broken windshield of their vehicle, in their service centers. There are three ways to connect with

customers, and those are :-

1. Just Dial

2. Walk-in

3. Insurance agents

There are two types of customers to windshield experts :

1. Insurance – Customers who wants to get replacement of their vehicle’s broken

windshield through Cashless insurance claim.

2. Non Insurance – Customers who wants their windshield get replaced by paying direct

cash and no involvement of insurance claim.

6
 CONTENTS

Abbreviation………………………………………………………………………10

Extended Abstract………………………………………………………………...11-18

Introduction……………………………………………………………………….19-46

Windshield Expert Networks

Vision and Mission

Guiding Principles

Collaborators

AIS Auto Glass - Overview

Value Added Se3rvices

Strategic Business Unit

Product Range

Clients

Market Position

Profile of the Organization

Social Responsibilities

Sources of Business

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 Windshield Experts Customer Charters

Insurance & Non – Insurance

Last 4 Years Financial Performance……………………..………………………47-50

Operating Profit

Ebtida

Net Sales

Net Worth

Literature Review………………………………………………………………..51-54

Customer Feedback

Summary of Customer Comments

Research Methodology………………………………………………………….55-57

Customer Data

Data Collection

Primary Data

Secondary Data

Research Design

Research Instrument

8
 Sampling Design

Sample Size

Data Analysis & Interpretation…………………………………………………..58-76

Questions

Procedure of all task (Step by Step)

Limitations of Research

Recommendations…………………………………………………………………77

Annexure and Appendices………………………………………………………...78

Questionnaire………………………………………………………………………79-81

Bibliography……………………………………………………………………….82

9
 ABBREVIATION

WE WINDSHIELD EXPERTS

AIS ASAHI INDIA GLASS LIMITED

Ad ADVERTISEMENT

SBU STRATEGIC BUSINESS UNIT

10
 EXTENDED ABSTRACT

In today’s business scenario, it is very much imperative that a good management professional

must be well versed with practical application of theories and principle of management, learned

during management course pursued by summer training.

The project gives needed beneficial practical knowledge and helped the management

professionally in understanding the nature of markets, people and organizations. This project

report is made on the basis of research conducted through questionnaire and personal interview

method.

In the beginning of the project report, introduction is given about the Windshield Experts (WE).

Windshield Experts, an ISO 9001:2008 certified company, is India's largest automotive glass

repair and replacement company. WE is present in 32 cities and have 56 conveniently located

service centers & mobile vans.

Windshield Experts is India’s first specialist in automotive glass repair and replacement. It

provide fast, world – class guaranteed service at an affordable price to customers and follows

international safety standards for car glass repair and replacement.

Windshield Experts is followed by the product profile and then is followed by details of accounts

like Operating profits and Net sales.

Also, it is followed by the research design, which was being adopted for conducting the study.

Summarized data is shown with the help of well-labeled graphs and findings have been given.

11
• Through this research, we have found that around 50% of total customers came through

Just Dial.

• We (I and my team) have noticed that most of the customers has come twice and for the

first time in the Windshield Experts.

• We also noticed that more than 70% of the customers came to get their windshield

replaced by Insurance Claim.

• The data shows that most of the customers have to wait for around 1 hour – 2 hours to

get their windshields repaired or replaced.

• We have concluded that almost half of the customers are Satisfied and dissatisfaction is

very low.

• The data also shows that about one-third of the customers felt Good regarding services.

• By the data, we have concluded that most of the customers are of age group between 26

to 40 years.

12
Every business wants to increase in sale of their product or service in market. Same is with

Windshield Experts (WE).

Windshield Experts wants to grab those customers who wants to get repair or replacement of

broken windshield of their vehicle, in their service centers. There are three ways to connect with

customers, and those are :-

• Just Dial

• Walk-in

• Insurance Agents

There are two types of customers to Windshield Experts :

• Insurance – Customers who wants to get replacement of their vehicle’s broken

windshield through Cashless insurance claim.

• Non Insurance – Customers who wants their windshield get replaced by paying direct

cash and no involvement of insurance claim.

13
Asahi India Glass Ltd. (AIS) is the largest integrated glass company in India, manufacturing a

wide range of international quality automotive safety glass, float glass, architectural processed

glass and glass products.

AIS is jointly promoted by the Labroo family, Asahi Glass Co. Ltd., Japan and Maruti Suzuki

India Ltd. AIS have the following three Strategic Business Units (SBUs):

• Automotive Glass Unit - AIS Auto Glass

• Float Glass Unit - AIS Float Glass

• AIS Glass Solutions Ltd - AIS Glass Solutions

The Indian Glass Industry is still at nascent stage and it is rapidly developing. The glass industry

is very organized. The business environment is getting more competitive by the entry of new

players beside the three major companies as Saint Gobain, AIS and Modiguard.

Problem Statement

The impact of advertisement on the demand of commodity product specifically Glass is to find

out. India is the only country where glass as commodity product is being advertised on TV. But

their effectiveness in impacting consumers mind for using more glass is not clear. How the ad

affects the market share and perception of the glass in the mind of consumers is to be figured out.

14
Scope of the Study

The study will be conducted in India with limited scope of A and B class cities where 80%

(building material) commodities are sold. Primary focus of the study will be on Glass. The most

of the survey is limited to Delhi and nearby cities around it.

Literature Survey

This is the most researched topic and various methods were adopted to check the effectiveness of

advertising by different researchers. But that previous research has not specifically measured the

impacts of advertising and brand value, and their joint effect, on firm performance for the glass

kind of commodity product. We could not find the study which talks the likeable attributes in

commodity products like glass. What exactly customers are looking for in a glass? By examining

the effects of advertising and brand value, our work contributes to the existing literature.

The Research Problem

Not much options to attract customers towards company except advertisement in TV,

Newspapers or Hoarding Boards Advertisement. The research problem is to find out the impact

of advertisement on demand of commodity product specifically glass.

Research Objective

Based on the problem statement, the research objectives are :

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 • To find out whether consumers are really involved in Glass busying decision if yes then

to what extent?

• To find out, Are consumers really aware of any Glass or cement Co. branch or Glass

products?

• To find out Docs advertising has any impact in the minds of consumers?

• Can the advertising be measured or connected with an equation to the top and bottom line

of the company.

Research is going to be descriptive as well as applied in order to achieve the desired objectives.

The null hypothesis and the research hypothesis has been developed keeping assumption that the

research will be specific for the commodity product glass and keeping all the factors affecting

the glass busying constant other than advertisements.

The null hypothesis and alternate hypothesis is prepared to prove the research objectives.

After the research study we should be able to judge the above hypothesis by accepting or

rejecting it. The result will tell us about the effectiveness of the advertisement on glass

(commodity product) and should also explain the awareness on the different glass brands.

The Research Design

Research is going to be descriptive as well as applied in order to achieve the desired objectives.

Most of the objectives will be described from the primary data after the survey. Focus group,

16
stratified sampling technique in A and B class cities particularly Delhi and its nearby cities will

be surveyed.

Research Approach

In this study, both simple survey and statistical approaches will be applied to collect data and

establish the relationships between variables of interest.

Sources of data

Both secondary (documents and records) and primary (a sample survey of customers and channel

partners in this case) data sources will be used in this work.

Research Instrument

The structured questionnaire will be used for the survey. The SPSS tool is being used for the

analysis purpose. The complete research study will be done in 8 weeks parts.

Recommendations

• The commodity market has very less involvement of the end consumers in the buying

process, hence the company should push dealers and retailers through different schemes,

gifts and by giving them awards of "Best Retailer of the Year" and "Best Dealer of the

Year" awards. The visibility at the retail counter should be increased by giving them pad,

cutting tools to carpenters via retailers having AIS inscribed on it.

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1. The companies can provide booklet containing samples of glass to carpenter to push their

products and increase their brand awareness. They can organize some kind of training on

new design to carpenters. They should distribute danglers, calendars to retailers shop.

2. They can put their videos on "YouTube" to increase the awareness. The company should

project their positioning statement "See More, See Clear" in their advertising media.

3. The company can direct it's advertisements through different channels towards these

functional benefits of glass. They should organize meets and exhibition with retailers.

The mode of communication like PR, sponsorships to events will be good method to

create the awareness.

4. The advertisements activities should be targeted on the middle segment. The awareness

can be increased by through tie-ups with the social society/community like BMC and

CARE to increase the awareness level among the middle income category.

5. They can also have the tie-ups with the known builders and architects to advertise their

brands on their websites. Different festivals should be targeted for the awareness.

18
 INTRODUCTION

Aim and establishment of the company

Established in 1986, AIS has grown steadily and transformed itself from a glass manufacturer to

an integrated glass solutions company, offering a comprehensive range of world-class products

ranging from Clear & Tinted, and Solar Control Glass to Reflective, Mirror, Frosted and

Lacquered Glass.

Going beyond products and the architectural segment, AIS today also delivers unmatched glass

solutions in the consumer segment through AIS Glasxperts- India's only glass lifestyle solutions

provider, AIS VUE, the new-age range of uPVC Windows.

uPVC windows due to its low maintenance costs and the various environmental benefits offers

are growing in popularity.

All of this is supported by a consulting-led approach driven by AIS' 4G Solutions that works

with customers from consultation & design to installation and service.

In the automotive aftermarket segment, AIS offers comprehensive automotive glass repair and

replacement services through Windshield Experts, India's first and largest specialised auto glass

service network.

The Company's origin lies in the historic coming together of the Labroo Family, Asahi Glass Co.

Ltd. (AGC) and Maruti Suzuki India Ltd. in 1984 to form a joint venture. As promoter group, all

19
three JV partners jointly hold approximately 55% of paid-up equity capital of AIS with the

remaining 45% being held by public.

Listed on the National Stock Exchange and the Bombay Stock Exchange, AIS' track record has

epitomized the highest standards of transparency, integrity and accountability.

AIS is India’s largest Integrated Glass Company. Having a market share of more than 77%, AIS

supplies high quality automotive glass to the entire passenger car industry in India. It has the

unique distinction of being the only glass player in the country and being conferred the

prestigious Deming Application Prize in 2007. The Deming Prize certifies the outstanding

performance improvements achieved by AIS through application of Total Quality Management

(TQM).

AIS Auto, the automotive part of AIS, is one of the pioneers in the automotive glass business in

India and has continued to maintain leadership position for almost 20 years in a row. This is a

result of years of high-quality efforts and investments put in at every level in AIS Auto Glass to

ensure that it meets the highest standards of Quality, Delivery and Customer Satisfaction.

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 WINDSHIELD EXPERTS NETWORKS

Source - http://www.windshieldexperts.com/content/our-network

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 VISION AND MISSION

. Vision Statement

To be the leading automotive glazing company in India

 It describes our products & services which delight our customers by setting new

standards in comfort, safety & security.

 It expresses our corporate culture of merit & transparency.

 It defines the qualities of our people; to want to see, learn and do more, attention to detail,

and in depth research and work.

 Essentially, to transcend the ordinary

Mission Statement

“Execution for Excellence”

 To provide a fast, world class, guaranteed service for automotive glass repair &

replacement with a network of specialized repair and replacement centers and mobile

service with a central free phone number. “ONE CALL DOES IT ALL.”

 To work closely with insurance companies to manage their automotive glass claims

effectively, to minimize losses & delight customers.

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Guiding Principles

All actions of AIS are driven by the following guiding principles :

 Creation of value for shareholders

 Customer Satisfaction

 Respect for Environment

 Use of Facts

 Continuous Improvement

 Strengthening of systems

 Updation of Human Potential through education and training

 Social Consciousness

Collaborators

Asahi Glass Co. Ltd., Japan – It was established in 1907. Today, it is one of the

leading glass producers of the world. AGC has a global network of over 350

subsidiaries and affiliates in Japan and 20 and above other countries. The group’s

operations comprise of flat glass, automotive glass, and have recently diversified into

display glass, chemicals, electronics and energy.

AGC has evolved as a top multinational glass manufacturer with a leading share of

the global market in most key glass products. AGC group is the largest glass

manufacturer of the world with 12% global market share in the flat glass segment

23
and 30% global market share in the automotive glass segment. It has further captured

the top share in CRT glass, TFT display glass and PDP glass in the display field as

well.

For the year 2007, the AGC Group has recorded Net Sales of 1681 billions of Yen,

and with Operating Net Income of 69 billions of Yen.

AIS Auto Glass

Overview

AIS Auto Glass is the most reputed and trusted supplier in Indian automotive glass

industry having over 25 years of technological expertise and is the largest

manufacturer of world-class automotive safety glass in India.

AIS Auto Glass has been awarded the prestigious Deming Application Prize, 2009,

certifying the outstanding performance improvements achieved by it through

application of Total Quality Management (TQM).

Today, AIS Auto Glass has ‘body of knowledge’ to be able to deliver ‘cutting edge’

auto glass solutions and value addition to its customers, most of whom are global and

demanding players.

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AIS Auto Glass is overwhelmingly the ‘first choice’ supplier for most automotive

manufacturers in India. Hence, AIS Auto Glass is either the sole or a leading supplier

of auto glass to most passenger car manufacturers in India, supplying about 80% of

their auto glass requirement. Apart from supplying to OEMs in India, AIS Auto Glass

has significant presence in the domestic after-market with a market share of 43%. It

also exports auto glass to the after-markets in Europe and Pakistan.

AIS Auto Glass has state-of-the-art plants located at Rewari-Haryana, Roorkee-

Uttarakhand (North India) and Chennai-Tamil Nadu (South India) with a combined

capacity to produce 2.85 million car sets per annum.

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 VALUE ADDED SERVICES

Wipers:

 WE has Just entered this segment. Currently being sourced locally.

 In talks with BOSCH for supply.

 Sizes available in 16, 18, 21 inches. Price varies from 300-350 for a pair of wipers.

26
WE Cleaner: It is a spray, which helps to keep the windshield and other glasses of the car

Spotless and Clean.

 Ammoniated streak proof solutions:

This is a foaming cleaner that leaves glass surface sparkling. This solution is a streak-

proof formula which helps to remove smoke from the glass easily, grease and grime

which is usually hard to clean from anything but this solution makes it very easy to

wipe. This solution also wiped-out Fingerprints, smudges, dust, and surface smears.

Benefit over Ammonia containing Glass Cleaners:

Ammonia can release dangerous fumes which should not be inhaled. Ammonia

cannot be used on tinted windows.

 Price set is Rs. 45 for Small bottle and Rs. 60 for Big bottle

WARRANTY DETAILS:

 All the jobs of replacement have a warranty of 12 months attached to it.

Warranty is given only on two items:

a) Workmanship default

b) Manufacturing defect of glass

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STRATEGIC BUSINESS UNIT

28
PRODUCT RANGE

AIS Auto Glass is India's largest manufacturer of automotive safety glass. The unit manufactures

the full range of automotive safety glass, which includes:

 Laminated Windshields

 Tempered glass for side and backlights

 Silver printed Defogger glass

 Glass Antenna

 Encapsulated Fixed Glass

 Antenna Printed Backlights

 Black Ceramic Printed Flush Fitting Glass

 IR Cut Glass

 UV Cut Glass

 Plug-in window

 Reflective (PET) Windshield

 Solar Control Glass

 Water Repellant Glass

 Extruded Windshield

 Heated windshield

 Glass with assembly (Rain sensor, Molding, Holders, Channels, Toggle clamp and Hinge

assembly etc).

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Clients

AIS Auto Glass : Share of Business

Customer SOB (%)

Maruti Suzuki India Ltd. 100

International Cars and Motors 100

Reva Motors 100

Honda Motors 100

Ford India 99

Toyota Kirloskar Motors 99

Fiat India 83

Hyundai Motors 72

General Motors 67

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 Volvo India 57

Mahindra & Mahindra 52

TATA Motors 24

Piaggio 22

Hindustan Motors 17

Eicher Motors 13

Swaraj Mazda 5

Force Motors 1

MARKET POSITION

 Sole supplier to almost the entire Indian passenger car industry, with a current market

share nearly 77%.

 Significant presence in the after-market with an impressive market share in India.

 Exporting auto glass to after-market in Europe and Pakistan.

Our Partnership with Insurance companies

 Windshield Experts has got into alliance with all major insurance companies in order to

manage all their automotive glass claims more effectively and efficiently, delighting the

policy holders in the process. The customer has the privilege of getting the car glass

31
 replaced or repaired at windshield experts without any cash transaction involved.

Windshield Experts deal with the insurance hassles with utmost priority. WE provides a

cashless and hassle free transaction to customers.

 The following Insurance Matrix tells you about our partnership with Insurance companies

across cities to enable us to provide you a cashless transaction.

CITIES CASHLESS TRANSACTIONS FOR POLICY HOLDERS OF :

Delhi/NCR

Mumbai

Bangalore

32
Chennai

Punjab
(Ludhiana,
Chandigarh,
Jallandhar)

33
PROFILE OF THE ORGANIZATION

Windshield Experts is India’s first and only specialist in

automotive glass repair and replacement. Windshield

Experts provide fast, world – class guaranteed service at an

affordable price to customers and follows international

safety standards for car glass repair and replacement.

At Windshield Experts we make it our business to keep at par with the latest technology

available in the international market so as to provide our customers with a service well

appreciated.

The features that distinguish Windshield Experts from others are:

 We specialize in automotive glass

 Insurance help and hassle free claim procedure

 Cashless transactions for policy holders of many insurance companies

 One year warranty on workmanship and materials used

 Repair technology for small chips and cracks on car windshield. This saves both time and

money

 Fast job completion time

 Mobile van service at customer’s residence, workplace or roadside

 Conveniently located service centers

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  Extended working timings - 365 days an year

 Wide inventory of car glass for all types of cars (both Indian and imported)

 Good ambience

 A state-of-art customer helpline service with a national Toll Free No. 1800-102-6364 to

handle customer enquiries promptly and to provide convenience to customers

Our Promoters

Windshield Experts is the retail venture of Shield Auto glass Ltd, promoted by Labroo’s through

their investment company M/S Allied Fincap Services Pvt. Ltd. , and a Japanese Glass Company

- Auto glass Company Ltd.

There are two major competitors of WE:

1. Windshield Professionals

 Similar to WE in working

 Cheaper than WE. Eg: Price of a Windshield for TATA Indica is Rs.4800-5000

which is cheaper than WE by 11% approximately.

 Same insurance tie-ups.

 Door to Door Service.

 Same warranty given as WE

But, this organization is present only in Bangalore so it’s an advantage for WE as of now.

35
 Hence, Windshield Professionals has a Small Network yet.

2. Local Players on GT Road

 Very cheap. TATA Indica Windshield costs around 4000 which is cheaper than

WE by 27%.

Although,

 They provide brittle glass with bad lamination.

 People go over there because of the cost benefit as its pocket friendly in

comparison to WE or Windshield professionals.

 No warranty

Our Social Responsibility

 Blood Donation Camp

Windshield Experts organized a Blood Donation Camp at Ahmedabad on the

occasion of Gujarat Day on May 1, 2011. The camp was held in collaboration

with BPCL, Prathama Blood Bank & Karunawati Club for Thalassemia patients.

Many local dignitaries supported us for this noble cause. The camp contributed 69

bottles of blood & it was a great success.

36
37
SOURCES OF BUSINESS

Tie-up with fleet owners

 WE has major tie-ups with almost all the car rentals in the city. (Car Mart, First Choice,

Aditya Travels etc.). WE also has tie-ups with international car rental agencies

(Mercury Travels, International Travels)

 Almost 50% cases come from the above mentioned agencies for replacement of

windshield. The vehicles come under the Commercial Vehicle category.

Search Tie-ups

 They have signed with Just Dial and Call Easy for entertaining any inquiry which is for

windshield repair or replace. They pay yearly fees for services provided. Eg: Dickenson

Road centre has signed up for Just Dial Platinum Category service for which it has paid

annual fees of Rs. 40000. Any inquiry regarding windshield cases by customers from

Just Dial comes directly to them.

Old Customer referrals

 20% cases comes from old customer referrals.

Walk-ins

 Walk-ins are almost 15% of the total cases received per month.

38
Windshield Experts Customer Charter

39
40
We can differentiate the cases into two broad categories. Insurance and

Non Insurance

 Non Insurance: Here the full cost of the repair is charged from the customer.

 Insurance: In India, under the provisions of the Motor Vehicle Act, 1988, it is

mandatory that every vehicle should have a valid insurance to drive on the road. Any

vehicle used for social, domestic and pleasure purpose and for the insurer’s business

motor purpose should be insured.

“Insurance is a contract whereby one party, the insurer, undertakes in return for a

consideration, the premium, to pay the other, the insured or assured, a sum of money

in the event of the happening of a, or one of various, specified uncertain events. “

Insurance has three types:

1. Third Party Insurance: Third party insurance is compulsory for all motor
vehicles. Third party insurance does not cover injuries to the property of the

insured but to the rest of the world who is injured by the insured. Beneficiary of

the third party insurance is the injured third party, the insured or the policy holder

is a nominal beneficiary of the policy. In practice the money is always paid direct

41
 by the insurance company to the third party (or his solicitor) and does not even

pass through the hands of the insured person.

# Windshield Experts do not entertain cases with third party insurance.

2. First Party Insurance: Type of insurance policy under which an insured (the
first party) is paid by his or her insurer (the second party) in the event of an

accident, injury, or loss whether caused by itself or someone else (the third party).

3. Comprehensive Insurance: WE accepts comprehensive/first party insurance

cases. It means that repair and replacement coverage is given to those customers

who have first party insurance or Package Policy.

REPAIR: In case if insurance is used to claim then Rs. 1750 is to be paid by the

customer (as of now). Rest of the amount is paid by the insurance company.

Most insurance companies recognize WE repair technique as a significant tool for

saving policy holders their No Claim Bonus (NCB).

REPLACE:

Almost 85-90% cases at WE are of insurance every month.

A survey conducted on one of the job shops revealed that out of 163 cases fixed in

the month of March, 129 cases were of Insurance and 34 cases via Cash

42
Payments. Details of payments to be made by customers, even in the case of

comprehensive policy, are given below

 Policy access charges

Rs. 1750 for cars >1500cc

Rs. 2250 for cars <1500cc

Service is provided then the amount from insurance companies received within a

span of 15 days (earlier it was within 20 days).

43
MARKET RESEARCH

BACKGROUND

In the present era of cut throat competition there is a very little scope left out for the

companies to create differentiation in the products to compete, hence need to start brand building

exercise by way of creating perceived images of superiority over the competition. This starts

with the various kind of activities to be undertaken by the companies to create brand, among

them one way is advertising. Indian commodity market (in the building material segment) such

as cement, steel, aluminum, Glass has adopted various methods to enhance the demand for their

products, they have simultaneously invested sizeable amount of money in advertising to sell their

products and increase their market share. VARIOUS consultants and advertising agencies were

hired to create a difference but, “have they been successful in their efforts to create demand or

make any kind of impact on the demand or sale due to advertising or mass media campaigns.

Lots of subjective discussions (simply based on individual feelings and selected market

researches to show the positive impact, which can easily be contradicted by any other agency or

market research) have taken place and actually not yielded any results or tangible benefits which

can distinctively be observed or verified. Whenever organizations try to establish a relationship

between the advertising and the Top line, bottom line then efforts are put in to de-link it so that it

goes to the expenses part rather than become a part of the cost. There is a need to re-examine and

evaluate the impact of advertising on the demand of commodity products and see what exactly

44
consumers are looking for. Once companies understand that branding is necessary (and

profitable) part of doing business, the next logical question is –

Tactically speaking, there are numerous ways to go about branding. The look and feel of the

communications, the balance of advertising versus public relations versus grassroots, the media

used, etc., all reflect tactical aspects of the branding process. However, these are only vehicles

used to brand, and do not inherently lend themselves to developing a brand. To ensure a good,

successful brand is the methodology used to develop and/or refine the brand in the first place. In

other words, just like a building, a good brand starts with a strong foundation. Sound branding

practice begins with addressing five key attributes present in any effective brand : uniqueness,

relevance, credibility, sustainability, and practicality.

Uniqueness

The average American is exposed to approximately 3,000 advertising messages per day.

That means everything from the logo on your watch, to product placement in television and

movies, down to traditional commercials and print ads. And all this static is in addition to

children, family, job and various other aspects of everyday life that are constantly vying for

attention. To break through all the clutter, a brand has to stand out, has to be memorable – it has

to be unique.

Relevance

45
 This attribute seems like a no-brainer, but is an important check-off. If a brand is

positioned in a way that has no bearing in the life of the audience, then how can the audience be

expected to develop an affinity for the brand?

Credibility

Things can be true, but not necessarily believable. For instance, Kia brand automobiles

could spend hundreds of millions of dollars on the development of a luxury car that rivals BMW

in every aspect. However, it is a good bet that such an endeavor would fail. At the very least, Kia

could only command a fraction of the retail price of BMWs. The Kia brand has successfully

positioned itself as a low-cost automobile maker. People would simply not believe the company

had produced a car that was on par with BMW. The lessons here – don’t let your business stray

from your brand. Once credibility in your brand is lost, it is near impossible to regain it. Just see

Arthur Andersen, WorldCom or Enron.

Sustainability

This factor represents the most significant difference between advertising and pure

branding. An advertising campaign is finite, while a brand should theoretically be credible and

relevant forever. The core values inherent in a brand reflect core human values. For instance,

Nike’s core value is achievement. McDonald’s core value is convenience. Citibank’s core value

is financial security. These values will be as relevant as in 2055 as they are in 2005, which gives

the brand consistency, staying power, and the a ability to build consumer loyalty.

46
LAST 4 YEARS FINANCIAL PERFORMANCE

OPERATING PROFITS

Operating Profit gives an indication of the current operational profitability of the business and

allows a comparison of profitability between different companies after removing out expenses

that can obscure how the company is really performing.

Interest cost depends on the management's choice of financing, tax can vary widely depending

on acquisitions and losses in prior years, and depreciation and amortization policies may differ

from company to company.

47
EBITDA

EBITDA is an acronym for Earnings Before Interest, Taxes, Depreciation, and Amortization.

PBT stands for Profit Before Tax, and PAT stands for Profit After Tax.

The graph visually shows how net profit of the company stand reduced due to the impact of

Interest, Depreciation, and Tax.

NET SALES

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Sale is the total amount of products or services sold by the company.

49
NET WORTH

Net worth is the difference between a company's total assets and its total liabilities. It is also

known as shareholder`s equity.

LITERATURE REVIEW

50
Earlier, A research has been conducted by Mr. Vikram Khanna (Director & COO) with Mr.

Naresh Gautam (now Branch Manager) in which they developed a questionnaire regarding

customer feedback. Here are the results.

CUSTOMER FEEDBACKS

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1. "Fair value and good work, also less time taken to finish the job and it is really good

experience".

2."Good, fast & easy, Keep it up and one suggestion increase your outlets in town and outside

also, because service is actually very good".

3. About Faridabad branch, "service got completed in very short time with proper work and

fineness".

4."Overall experience was very nice" for Sahibabad center.

5."You saved my time and my money too. Thanks a ton."

6."Windshield Experts means Quality work in Quality time with best value for money".

7. "Very Prompt Services. Very Happy. Thanks."

8. "First experience was satisfying and service up to the mark. Keep it up with the good work".

9. "I received better service from Windshield Experts in comparison to the previous company as

I went somewhere else last time because till then I wasn’t aware about windshield experts".

52
10. "Professional Service. Job done in impressive time".

11. "Work carried out in my car was satisfactory. Workmanship excellent, service was

excellent".

12. "I am satisfied with the work done and hospitality accorded to me by your staff".

13. "Good Services from technicians and the work is very good. I appreciate Windshield

Experts".

14. "Good job and good insurance assistance by the staff and technicians of Pitampura branch,

Delhi."

15. "Good work done by the technicians and the people who are working in this workshop".

SUMMARY OF CUSTOMER COMMENTS

53
 A customer just has to leave his/her car and collect the repaired car after 4 hours.

 Since almost 80% vehicle manufacturers have ASAHI glasses in their cars originally,

thus WE being a part of ASAHI, has got a very good reputation in the market.

 Awareness: Customers are not much aware about WE till now until they have a

broken windshield to get repaired. So, because of WE effective tie-ups with all

insurance companies, their “help” service providers in the city guide customers to

WE for windshield repairs and replacements.

 Satisfaction: 100% satisfaction. No customer complained about anything.

RESEARCH METHODOLOGY

54
 CUSTOMER DATA

OBJECTIVES

 To find out the buying behavior of the customers coming in to Windshield Experts

 To determine the current status of Windshield Experts

 To find out the customers response towards Windshield Experts

 To study the satisfaction level of customers in different attributes of Windshield Experts

 To study the customer awareness and delight towards Windshield Experts.

DATA COLLECTION

Data can be classified under two categories depending upon the sources utilized. These

categories are:-

i) Primary Data

ii) Secondary Data

PRIMARY

55
 Data is collected by using Primary Data for the purpose of fulfilling the objective of study and

for completing the Research project Report.

SECONDARY

Rest of the information has been collected through internet surveys and social networking

communities on websites.

o The above mentioned questionnaire has been attached at the end of the project.

o Other information related to project has been taken from company’s website.

TOOLS USED FOR ANALYSIS

 IBM SPSS STATISTICS 20,

 Bar chart,

 Frequency Tables

RESEARCH DESIGN

Exploratory Research was conducted.

56
RESEARCH INSTRUMENT - Self Made Questionnaire

Keeping in view the objective of study a questionnaire (as given in Annexure) has been

designed. There are Seven Questions in all. All questions are small in size and arranged

logically. The language is simple to understand.

Information was also obtained by conversation with Customers. It was face to face interaction

and questionnaires were filled by the customers.

Data was collected in DELHI-NCR region.

SAMPLING DESIGN

In the backdrop of objective set, a sample study conducted in Delhi.

SAMPLE SIZE: 125 CONSUMERS contacted during this research work. The nature of

sampling is NON PROBABILITY –CONVENIENCE AND JUDGEMENTAL SAMPLING

helped in keeping the path of research in focus throughout the work.

Sufficient time was given to the respondents to answer the questionnaire.

DATA ANALYSIS & INTERPRETATION

57
After all the questionnaires were collected back, the responses were tabulated through SPSS

software.

Each answer of the respondent was tabulated to its respective category

iii) Statement of problem

iv) Management problem/Decision problem

QUESTIONS

 Where have you heard about Windshield Experts from?

 How many times have you visited Windshield Experts?

 Is your vehicle insured? If yes, from which company?

 How much time have you waited for getting new glass fixed in your vehicle?

 Satisfaction level towards the service?

 Opinion about the quality of work/service?

 Gender

 Age

58
DATA ANALYSIS

My group has done a market field survey on WE with the help of seniors under whom we’ve

worked. We have surveyed 125 respondents of Delhi-NCR who came to visit and/or for service

in WE. A specific questionnaire was prepared for customers and data was obtained from them by

moving around WE and personally interacting with them. Customers gave valuable information

regarding their overall experience in WE. We have collected all those information and a proper

analysis has been completed.

All the analysis and its interpretation are discussed below. Each analysis was done as per the

information obtained from customers and a serious interpretation has been done to best of our

effort.

 Where have you heard about Windshield Experts from?

Frequency Percentage

1 Friends and relatives 16 12.8

2 Newspaper 13 10.4

3 Insurance Agents 14 11.2

4 Just Dial 62 49.6

5 Banner Adds 14 11.2

6 Others 6 4.8

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 Frequency
Frequency

70
60
50
40
30
20
10 16 13 14 62 14 6
0
Friends and Newspaper Insurance Just Dial Banner Adds Others
relatives Agents

Percentage

4.8
12.8
11.2 Friends and relatives
Newspaper
10.4
Insurance Agents

11.2 Just Dial

Banner Adds
49.6 Others

Through this research, we have found that around 50% of total customers came through Just

Dial.

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  How many times have you visited Windshield Experts?

ID Heads Frequency Percentage

1 First time 55 44

2 Twice 65 52

3 More than two times 5 4

Frequency
70 65

60 55

50

40 First time
Twice
30
More than two times
20

10 5

0
First time Twice More than two times

61
 Percentage
First time Twice More than two times

4%

44%

52%

We noticed that most of the customers came twice and for the first time in Windshield Experts.

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  Is your vehicle insured?

ID Heads Frequency Percentage

1 Yes 92 73.6

2 No 33 26.4

Frequency
Yes No

100
92
90

80

70

60

50

40 33
30

20

10

0
Yes No

63
 Percentage
Yes No

26%

74%

Through this data, we can easily notice that more than 70% of customers came to get their

windshield replaced by Insurance Claim

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  What is your satisfaction level towards the service?

ID Heads Frequency Percentage

1 30 min - 1 hour 25 20

2 1 hour - 2 hours 53 42

2 hours and

3 above 47 38

Frequency
60
53

50 47

40

30 min - 1 hour
30
25 1 hour - 2 hours
2 hours and above
20

10

0
30 min - 1 hour 1 hour - 2 hours 2 hours and above

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 Percentage
30 min - 1 hour 1 hour - 2 hours 2 hours and above

20%

38%

42%

This data shows that most of the customers have to wait for around 1 - 2 hours.

66
 How much time have you waited for getting new glass fixed in your vehicle?

ID Heads Frequency Percentage

1 Highly Satisfied 17 14

2 Satisfied 61 49

3 Neutral 30 26

4 Dissatisfied 10 8

5 Highly Dissatisfied 7 3

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 Frequency
70
61
60

50
Highly satisfied
40
Satisfied
30
30 Neutral

17 Dissatisfied
20
10 Highly dissatisfied
10 7

0
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

3% Percentage
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

8%
14%

26%

49%

By this pie chart, we can conclude that almost half of the customers are Satisfied and

dissatisfaction is very low.

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  What is your opinion about the quality of work/service?

ID Field1 Frequency Percentage

1 Good 80 64

2 Average 38 30

3 Poor 7 6

Frequency
90
80
80

70

60

50 Good
38 Average
40
Poor
30

20

10 7

0
Good Average Poor

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 Percentage
Good Average Poor

6%

30%

64%

The data shows that about one-third of the customers feels good regarding services.

70
Age ?

ID Field1 Frequency Percentage

1 18 - 25 Years 24 19

2 26 - 32 Years 47 38

3 33 - 40 Years 44 35

4 41 and above 10 8

Frequency
50 47
44
45
40
35
30 18 - 25 Years
24 26 - 32 Years
25
20 33 - 40 Years
15 41 and above
10
10
5
0
18 - 25 Years 26 - 32 Years 33 - 40 Years 41 and above

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 Percentage
18 - 25 Years 26 - 32 Years 33 - 40 Years 41 and above

8%
19%

35%

38%

By this data, we can conclude that most of the customers are of age group between 26 to 40

years.

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Every business wants to increase their sale of products in the market. Same is with Windshield

Experts. WE wants to grab those customers who wants to get repair or replace of their broken

windshield of car, in their service centers. There are three ways to connect with customers, and

They are :-

1. Just Dial

2. Walk-in

3. Insurance agents

1. Just dial is up to the customer that how it uses. When a customer calls to Just Dial and

ask for replacement of windshields options, then Just Dial directs Windshield Experts to

them and simultaneously make a call to control centre of WE, and final call to the nearest

centre.

In the initial days of my internship, I used to handle callings and calling data of Janakpuri

centre, in which I used to receive calls from Control Centre i.e Just Dial. They convey

customer’s name and contact number to me then I had to call them and try to convince and

convert them to get their broken windshield repair or replace from Windshield experts,

Janakpuri by communicating them about Discounts, Quality, Pocket-Friendly and Speed of

work.

2. Walk-ins are those whose eyes catch the advertisements on Hoardings, Newspapers,

Google Advertisements etc.

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 3. Insurance Agents - Most of the people get insured their vehicle from agents of insurance

companies and whenever, in future, if they face any problem related to breakage of their

vehicle’s windshield, or any other part of the vehicle, they directly contact to their respective

agents about insurance claim and all then it’s in the hands of insurance agents that where they

direct customer to get the problem rectified.

In the summer internship, my work was also to track insurance agents of insurance companies

which were nearby to the Windshield Experts, Janakpuri. To get conversions from agents was

my target. The approach to get convince them was -

Step 1 – To make a call to agent and tell them ‘I am from Windshield Experts, Janakpuri and I

want to meet you regarding the replacement of windshields of cars.

Step 2 – Ask him that ‘Are you in office’. If he said “Yes”, then fix a time for a meeting of 10-

15 minutes. And if he said “No”, then ask him to meet anywhere on his way or set a meeting for

tomorrow.

Step 3 – After reaching to the office, ask receptionist to inform Agent that someone from

Windshield Experts is waiting for you on the reception.

Step 4 – Finally, when they enter in the reception and identify me from receptionist. Then, I

introduce myself and about the Windshield Experts.

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Our company is sister concern of AIS (Asahi India) which manufactures windshields for all

automobile companies.

Windshield Experts replace broken glass with the same original AIS glass.

We operate on the basis of cashless claim as well as on the cash basis as we have tie-ups with all

insurance companies (Private or Government).

IF YOU DIRECT YOUR CLIENT TO REPLACE HIS/HER CAR’s WINDSHIELD

FROM WINDHSIELD EXPERTS, JANAKPURI, THEN WE WILL GIVE YOU Rs. 350

PER CUSTOMER.

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LIMITATIONS OF RESEARCH

 Some of respondents were hesitant to answer the questionnaire.

 Given time constraints, all the information could not be gathered. WE were apprehensive

in divulging the details about company and it’s marketing strategies thus we tried to get

the data from advertisement agency articles and net.

 With the environment being prone to high vitality thus relevance of this project after 1

year is a questionable thing.

 However, every effort is made to ensure that these do not in any way adversely affect the

results of study and inject an element of objecting in the report.

76
 RECOMMENDATIONS

 Windshield Experts (WE) should provide fast service to customers whose vehicles are

insured. Even having tie-ups with almost all the insurance companies, customers have to

wait a lot for the confirmation of insurance claim.

 WE should advertise more through newspapers, flyers, Banner ads etc. as there are less

respondents from these sources.

 They should take care of their technicians by providing financial or non-financial benefits

and/or incentives to them as they are the core assets of the company.

 They should try to create a favorable image of itself in the eyes of people.

 They should maintain the relation with insurance companies because more than half of

the business of WE is from insurance only.

 They should work on mobile job facility, because as of now it’s pathetic. Because

Customer wants mobile job as soon as possible.

 They should rework on their infrastructure by enlarging the capacity of each centre.

 The company should provide water coolers and proper air conditioners in all outlets.

 Company should make separate hall for customers.

 WE should work to improve their website which is not at all attractive, and when

customer registers a complaint on their website, there is no prompt revert from company

about the solution.

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ANNEXURE AND APPENDICES

78
 QUESTIONNAIRE

Q1. Where have you heard about Windshield Experts from?

o Friends and Relatives

o Newspaper

o Television

o Insurance agents

o Just Dial

o Banner Adds

o Others

Q2. How many times have you visited Windshield Experts?

o First time

o Twice

o More than two times

Q3. Is your vehicle insured ? If yes, which company it has been insured from?

___

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Q4. How much time have you waited for getting new glass fixed in your vehicle?

o 30 minutes - 1 hour

o 1 hour – 2 hours

o 2 hours and above

Q5. What is your satisfaction level towards the service?

o Highly Satisfied

o Satisfied

o Neutral

o Dissatisfied

o Highly Dissatisfied

Q6. What is your opinion about the quality of work/service?

o Good

o Average

o Poor

Recommendations (if any)

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Gender

o Male

o Female

Age-

o 18-25

o 26-32

o 33-40

o 41 and above

81
 BIBLIOGRAPHY

www.moneycontrol.com

www.windshieldexperts.com

www.aisglass.com

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