1

PROJECT

ON

SONALIKA ICML

(INTERNATIONAL CARS &

MOTORS LTD.)

Presented by-

Ritesh kumar (2k6/dm/162)

Sushad rajendran (2k6/dm/129)
Prashant kumar (2k6/dm/147)
Sujit kumar dash (2k6/dm/126)
Tridip borphukan (2k6/dm/132)
Vashali yadav (2k6/dm/1 )
Mingma tamang (2k6/dm/154)
 2

SONALIKA RHINO- Rx
THE SUPERIOR CHOICE
 3

PREFACE

This report made particularly for Sonalika

(International Cars & Motors Limited). Report mainly
concern about Rhino-Rx. Main objective of this report
is to find out “ THE STRATEGIES FOR RHINO-Rx
”. We include all the concept of marketing & finance,
which are required for our research. We analyzed our
problem with every aspect of market. We tried our
best to make this report and think that it produced
an accurate result.
 4

Contents

(1) COVER SHEET 1

(2) TITLE PAGE 2

(3) PREFACE 3

(4) ACKNOWLEDGEMENTS 4

(5) TABLE OF CONTENTS 5-6

(6) EXECUTIVE SUMMARY 7-8

(6.A) Introduction about Organization 9-11

(6.A.1) Profile

(6.A.2) History

(6.A.3) Strength of the Group.

(6.A.4) key Competitors

(6.B) Aims and Objectives 12-15

(6.B.1) Problem / Opportunity Identification

(6.B.2) Aims and Objectives of the Study.

 5

(6.C) Methodology 16-22

(6.C.1) Research Design

(6.C.2) Data Collection

(6.C.2.1) Primary data (Survey method)

(6.C.2.2) Secondary data (From internet, books)

(6.D) Analysis and Discussion: - 23-80

(6.D.1) Presentation and analysis of collected Data.

1) Presentation and analysis of Primary data

2) Presentation and analysis of Secondary data

(6.D.2) Results or Findings of the Study.

(6.E) Conclusions & Recommendation 80-85

(6.E.1) Conclusions

1) Conclusion from primary data.

2) Conclusion from secondary data.

(6.E.2) Recommendations

(7) Appendix 86

(8) Bibliography 87
 6

Executive Summary: -

This report describes a project undertaken for

SONALIKA GROUP (ICML).Now a days Sonalika is well
known for its Tractors. But now company entering in
to the car segment with the launching of Rhino-Rx.
Our report analyze that whether Sonalika Rhino-Rx has
capability to dominate the market by beating its competitors
Mahindra , Tata , G.M. & Toyota.

INTRODUCTION ABOUT ORGANIZATION

PROFILE: -

International Cars & Motors Limited , is a venture of one of

India’s fastest growing automobile companies – the
SONALIKA Group. The Group’s principal growing strength
lies in the increasing acceptance of its SONALIKA brand of
tractors which has been registering a phenomenal growth
year after year and has emerged as the country’s third
largest tractor brand with exports to international markets
like South Africa, Sri Lanka, France, Zimbabwe, Nepal
Bangladesh, Australia, etc. The Group has a combined
turnover is excess of Rs. 1,000 Cr. and has today
virtually redefined the farm mechanization in India.

.
 7

Year of 2006
Establishment
Vision "The Group practices value for money
philosophy and strives at providing the best
quality at least possible cost."

Industry Automotive - Four Wheelers

Joint Venture With LOTUS Company

HISTORY: -

International Cars & Motors Limited (ICML), is a Group

Company of the Rs. 1200 Crores SONALIKA Group. The
Company is promoted by Mr. L.D. Mittal, Chairman, Mr.
A.S. Mittal, Vice Chairman & Mr. Deepak Mittal, Managing
Director, who are having vast experience in manufacturing
tractors, farm machines & automobiles.

ICML is a project of its kind and is the ‘Pride of Himachal

Pradesh’. The Company is having its state-of-the-art
production facility, with centrally air-conditioned, dust &
pollution free environment, to manufacture multi – utility
vehicles / sports – utility vehicles, in Amb, Himachal
Pradesh.

The Company has the installed capacity to manufacture

2000 MUVs in a month i.e., 24000 MUVs in a year. In the
1st full year of production in 2006 – 2007, ICML is aiming to
churn out about 5000 MUVs & expects to achieve a turnover
of Rs. 250 Crores.
 8

Vision /Mission:-

The Dream Project of Sonalika group is to cater the

agricultural and auto industry with quality abrasive
products through untiring dedication and leadership.

STRENGTH OF THE GROUP: -

 Cost effectiveness in manufacture

 Technical competence

 Marketing capability

 In-House R&D Strength

(6.A.4) Key Competitors: -

 Mahindra

 Tata motors

 Toyota

 General Motors India

 9

(6.B) Aims and Objectives:

We find inspiration for our project title from past & current
scenario of the automobile industry. Our project analyze
whether Sonalika Rhino –Rx dominate the market by
beating its competitors Mahindra , Tata, G.M. & Toyota.

(6.B.1) Problem / Opportunity Identification:

India is being recognized as potential emerging auto market.

Foreign players are adding to their investments in Indian
auto industry. Passenger vehicles sales crossed the mark of
1 million in 2004-05. Automobile industry expert predicts
that by 2050 every sixth car in the world will be for Indians.

India became the fastest growing car market in the world in

2004, growth rate of 20%.

Main players in small car segment are:

 Tata Motors

 Mahindra
 10

 Toyota

 General Motors India

MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04

TO 2006-07
 11

If we see the above table & chart than we get that there
a continuously increase in MUV car segment. Sonalika
new product Rhino-Rx is also a MUV & we want to find
out whether it dominates the market by beating its
competitors.

(6.B.2) Aims and Objectives of the Study:

India is the fourth-biggest market for Passenger vehicle.

Automobile industry expert predicts that by 2050 every sixth
car in the world will be for Indians.

MUV ALL INDIA MONTHLY INDUSTRY DATA 2005-06 TO 2006-07

S.No. Company Model 2006-07 2005-06 %GROWTH

INNOVA 3618 3045 19

1 TOYOTA

TOTAL 3618 3045 19

2 GM TAVERA 1823 1592 14

3 MARUTI GYPSY 241 362 -33

4 MAHINDRA
SCORPIO 3153 2639 19

BOLERO 3140 2896 8

HARD TOP 366 515 -29

 12

SOFT TOP 782 951 -18

TOTAL 7442 7001 6

TATA
5 SUMO 2673 2775 -4
MOTORS

SAFARI 1318 391 237

TOTAL 3991 3166 26

Above table shows that there are many players in MUV

segment, they constantly growing. so our aim to study
“whether Sonalika Rhino-Rx dominate the market by
beating its competitors.” For this purpose we have to do
FAB analysis, Product comparison & market survey.
 13

(6.C) Methodology:
This part of the report deals with the methodology of the
study. It provides an outline of the research approach, the
associated methods and techniques used for the collection of
relevant data. On the basis of the placement objectives, the
research methodology was designed in order to forecast the
answers to the research.

(6.C.1) Research Design:

This report is based on both qualitative and quantitative

techniques. That’s why we need to highlight both the
qualitative and quantitative aspects to identified problems,
so I am going to follow Descriptive Research Design.

1. I will prepare a questionnaire for personal interview and

use them as primary data.

2. Secondary data is collected from company and other

related websites. Other source is various newsletters and
magazines.

(6.C.2) Data Collection:

In research method both primary and secondary data has to

be analyzed.
 14

(6.C.2.1) Primary data (Survey method):

Primary data is collected by making a questionnaire.

Questionnaire is totally in accordance with our problem/title
of the project.

QUESTIONAIRE TO STUDY-

WETHER SONALIKA RHINO-Rx DOMINATE THE MARKET

Ref. no ……………….
City …………………
Survey location…………
Year…………………….

Dear respondent,

I am the student of AIM (Asia pacific institute of

management) and doing a survey for my Summer Training
project. I would be grateful if you could spare some of your
time to respond the following questions.

1. Do you like MUV (Multi Utility Vehicle) cars?

a) Yes.

b) No.
 15

2. If yes, how many brands you know?

a) Less than 2.

b) Between 2-5

c) More than 5
3. Could you rank the following brands from 1 to 5 on
your perception how good these are?

BRAND NAME
RANK

Mahindra ……………….

Tata ………………..

General Motors ………………..

Toyota ………………..

4. You put a brand at rank 1 due

to………………………………………………………………………
…………………………………………………………………………
……………………………………………………………………………

5. How many cars (MUV) you have own?

a) 0
b) 1

c) 2
d) 3
 16

e) 4
f) 5

g) More than 5

USERS WHICH HAVE NO CAR (MUV), SWITCH OVER TO

QUESTION NO. (8)

6. Currently you use which car (MUV)?

BRAND NAME NO. OF

CARS

Mahindra ……………….
Tata ………………..
General Motors ………………..
Toyota ………………..
others

If others, specify the name ………………….

7. Why you use current car (MUV)? Give most suitable

reason

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………

8. Would you want to purchase a car (MUV) in

incoming days?

a) Yes.
 17

b) No.

9. If yes, how could you rank the following advantages

to buy the car?

ADVANTAGES RANK

Automatic version
Brand name
Fuel efficiency
Look (style)
Power( in cc)
Price
Reliability
Speed
others

If others, specify

1) ……………………….
2) ……………………….

10. If you get a car (MUV) with low price having good
features of a MUV car, would you like to purchase
that car?

a) Yes.
b) No.

PERSONAL DETAILS:-
 18

(* Represent non mandatory)

11. Name (Mr/Mrs/Ms) ……………………………………….

12. AGE ………………...

13. SEX

a) Male
b) Female

14. *Address………………………………………………………
Pin code ………………….
Tel: +91………………………

15. * Education:

a) School
b) College
c) Graduate
d) Post-graduate

16. Occupation:

a) Business
b) Govt . Sector
c) Pvt. Sector
d) Student
e) Self employed

17. Total monthly income:

a) Less than 10,000

b) 10,000-20,000
 19

c) 20,000-50,000
d) More than 50,000

Thanks for your time

(6.C.2.2) Secondary data:

A) Demand for MUV (Multy utility vehicle): -

It is mandatory to know the demand for the product, if

you are entering in a new segment. For this purpose
company provide us the data, which provides information
about Multy utility vehicle (all over India state wise
demand).

B) FAB (Feature, Advantages & benefits) analysis: -

FAB analysis made by us with the help of engineers. After

the completion of FAB, R&D department checks it.

C) Product comparison: -

We made a product comparison sheet by comparing Rhino-

Rx with its competitors Scorpio, Tavera etc. Service
department to reduce the error checked product comparison
sheet

D) USP (Unique Selling Point): -

E) Warranty & Margin policy: -

F) IATFL (International Auto Track Finance Ltd.): -

 20

Company launched IATFL to provide easy loan for

purchasing of vehicle.

G) Advertising & communication: -

This part is included in our report because advertising leads

to the promotion and awareness in customers.

(6.D) Analysis and Discussion: -

To search on a best available conclusion I used two

methods of data collection, which I think are best for
our research, those are –

1) Primary data collection

2) Secondary data collection

(6.D.1) Presentation and analysis of collected Data

This section deals with the original research questions that

were posed at the commencement of the study. They are
now considered within the context of the data collected.
Actually this part of study concludes the inherent results of
the collected data.

1) Presentation and analysis of Primary data:

 21

To collect the Primary data, we used the survey methods.

For this purpose i used the population residing in
JALANDHAR & HOSHIYARPUR. My sample size consists of 30
people.

Presentation & analysis of primary data is given

below:

1) Do you like MUV (Multi Utility Vehicles) cars?

Presentation:

The first question of questionnaire related to the demand

for MUVcars in the market. This is a well-known fact that
there are so many car segment in market like MUV & SUV
etc.. So it’s very important to know the demand for
MUVcars. That’s why we include this question in our
questionnaire.

Analysis:
 22

From feedback of respondents we analyzed that 40%

peoples like MUV cars. This shows that most of people
do not like MUVcars & demand for MUV cars can be
decrease in incoming days.

Frequencies
 23

Statistics

Do you like MUV cars?

N Valid 30
Missing 1

Do you like MUV cars?

Cumulative
Frequenc Percent Valid Percent Percent
Valid yes y 12 38.7 40.0 40.0
no 18 58.1 60.0 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

Do you like MUV cars?

y es
no
Missing

2) If yes, how many brands you know?

 24

Presentation:

This question produces an idea about customer

awareness towards brand. If customer is brand aware than
only he become brand loyal.

Analysis:

From feedback of respondents, we conclude that most of the

people (76.7%) know the brands between 2-5.This shows
that most of the customers are aware towards brand. So it
may possible that incoming days they become brand loyal.
It is a negative aspect for Sonalika Rhino.

Frequencies
 25

Statistics

If yes, howmanybrandsyouknow?
N Valid 30
Missing 1

If yes, how many brands you know?

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 2 2 6.5 6.7 6.7
between 2-5 23 74.2 76.7 83.3
more than 5 5 16.1 16.7 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

If yes, how many brands you know?

25

20

15
n
u
q
y
cF
re

10

0
less than 2 between 2-5 more than 5
If yes, how many brands you know?
 26

3) Could you rank the following brands from 1 to 5 on

your perception how good these are?

BRAND NAME
RANK

Mahindra ……………….
Tata ………………..
General Motors ………………..
Toyota ………………..

Presentation:

This question is asked to know the position of MUV

competitors of Sonalika Rhino-Rx in customer mind. This
question is also very helpful to know the nearest
competitors of Sonalika (ICML).

Analysis:

Here we measured the ranking of brand individually,

than compare with each other. This is done to get the
more accuracy in result.

For Tata:

SPSS graph, which is made on the basis of feedback of

respondent’s results that 56.7% people consider Tata
is a better brand (Rank 3) & 40% people consider it’s a
normal (Rank 5) brand.
Frequencies
 27

Statistics

Tata
N Valid 30
Missing 1

Tata
Cumulati
Frequenc Percen Valid vePercen
Valid bette y 17 t 54.8 Percent 56.7 t 56.7
rgood 1 3.2 3.3 60.0
norma 12 38.7 40.0 100.
lTota 30 96.8 100. 0
Missin l
Syste 1 3.2 0
g
Tota m 31 100.
l 0

Tata

20

15

y
c
n
e
u
q
e
10
rF

0
better good normal
Tata
For Mahindra:
 28

Feedback of respondents shows that-

 16.7% consider Mahindra is best (Rank-1).

 43.3% consider Mahindra is extremely good(Rank-2).

 20% consider Mahindra is better (Rank-3).

 20% consider Mahindra is good (Rank-4).

Frequencies
 29

Statistics

Mahindra
N Valid 30
Missing 1

Mahindra

Cumulativ
Frequenc Percen Valid e Percen
Valid best y 5 t 16.1 Percent 16.7 t 16.7
extreemly 13 41.9 43.3 60.0
good
better 6 19.4 20.0 80.0
good 6 19.4 20.0 100.0
Total 30 96.8 100.0
Missin Syste 1 3.2
g
Total m 31 100.0

Mahindra

14

12

10

y
c
n8
e
u
q
e
rF 6

0
best extreemly good better good

Mahindra
For Toyota;
 30

Feedback of respondents shows that-

 66.7% people consider Toyota brand is best (Rank-1)

 16.7% people consider Toyota brand is good (Rank-4)

 16.7% people consider Toyota brand is normal(Rank-5)

Frequencies
 31

Statistics

Toyota
N Valid 30
Missing 1

Toyota
Cumulativ
Frequenc Percen Valid ePercen
Valid best y 20 t 64.5 Percent 66.7 t 66.7
good 5 16.1 16.7 83.3
norma 5 16.1 16.7 100.0
lTota 30 96.8 100.0
Missin l
Syste 1 3.2
g
Tota m 31 100.0
l

Toyota

20

15

y
c
n
e
u10
q
e
r
F

0
best good normal
Toyota

For G.M.:
 32

Feedback of respondents shows that-

 20.0% people consider G.M. brand is

Extremely good (Rank-2)

 23.3% people consider G.M. brand is better (Rank-3).

 36.6% people consider G.M. brand is good (Rank-4).

 20.0% people consider G.M. brand is normal

(rank-5)

Frequencies
 33

Statistics

G.M.
N Valid 30
Missing 1

G.M.
Cumulati
Frequen Perce Valid vePerce
Vali extreeemly cy 6 nt 19. Percent20. nt 20.
d good
bette 7 4
22. 0
23. 0
43.
rgoo 11 6
35. 3
36. 3
80.
d
norm 6 5
19. 7
20. 0
100.
al
Tota 30 4
96. 0
100. 0
Missin lSyste 1 83.2 0
g
Tota m 31 100.
l 0

G.M.

12

10

8
y
c
n
e
u
q 6
e
r
F
4

0
extreeemly good better good normal
G.M.

4) You put a brand at rank 1 due

to…………………………………………………………………………
 34

Presentation:

This is an exploratory question and provides the idea about

service (Quality) people like the most.

Analysis:

Most of the respondents put a brand rank 1 due to “True

value for money”

5) How many MUV cars you have own?

Presentation:

This question provides idea about demand of MUV cars in

market.

Analysis:

Result concluded from respondent feedback shows that –

 46.7% people have 1 car.

 23.3 % people have 2 cars.

 23.3% people have no car.

Frequencies
 35

Statistics

How many MU V cars you have own?

N Valid 30
Missing 1

How many MUV cars you have

own?
Cumulativ
Frequenc Percen Valid ePercen
Valid 0 y 7 t 22.6 Percent 23.3 t 23.3
1 14 45.2 46.7 70.0
2 7 22.6 23.3 93.3
3 2 6.5 6.7 100.0
Tota 30 96.8 100.0
Missin lSyste 1 3.2
g
Tota m 31 100.0
l

How many MUV cars you have own?

14

12

10

y
c8
n
e
u
q
e
rF 6

0
0 1 2 3

How many MUVcars you have own?

6) Currently you use which MUV car?
 36

Presentation:

This question is particularly for those peoples who have their

own cars and objective of this question is to find out which
brand is most favorite for peoples.

Analysis:

From respondents answers we find that –

 60% people are using Toyota.

 26.7% people are using Mahindra.

 10.0% People are using TATA.

This shows that most of the peoples are using Toyota and
rests of the peoples are using Mahindra and TATA.

It also shows that Toyota & Mahindra are nearest

comprtitors of Sonalika Rhino-Rx.

Frequencies
 37

Statistics

currently you use which MUV car?

N Valid 30
Missing 1

currently you use MUV small car?

Cumulati
Frequenc Percen Valid vePercen
Vali Mahind y 8 t 25.8 Percent 26.7 t 26.7
d Toyot
raai 18 58.1 60.0 86.7
aTat 3 9.7 10.0 96.7
a
other 1 3.2 3.3 100.
s
Tota 30 96.8 100. 0
Missin lSyste 1 3.2 0
g
Tota m 31 100.
l 0

currently you use which MUV car?

20

15

y
c
n
e
u
q 10
e
r
F

0
Mahindra Toy ota Tata others

currently you use which MUVcar?

7) Why you use current car? Give most suitable reason.

…………………………………………………………………………………………………
………………………………………………………………………………………………..
 38

Presentation:

This question included in questionnaire to know what

people want in their cars. This helps us to know that
which facility satisfy the customers.

Analysis:

Only one answer given by respondents, i.e. “True value for

money”

8) Would you want to purchase a MUV car in

incoming days?

Presentation:

This question provides forecasted demand for MUV cars in

future.

Analysis:

From respondents answers we get that 60% of peoples

would like to purchase a MUV car.

This implies that demand for MUV can increase in incoming

days.

Frequencies
 39

Statistics
Would you purchase a MUV car in incoming
days?
N Valid 30
Missing 1

Would you purchase a MUV car in incoming days?

Cumulativ
Frequenc Percen Valid ePercen
Valid yes y 18 t 58.1 Percent 60.0 t 60.0
no 12 38.7 40.0 100.0
Tota 30 96.8 100.0
Missin lSyste 1 3.2
g
Tota m 31 100.0
l

Would you purchase a MUV car in incoming days?

20

15

y
c
n
e
u10
q
e
r
F

0
yes no
Would you purchase a MUVcar in incoming days?

9) If yes, how could you rank the following

advantages to buy the MUV car?

ADVANTAGES RANK
 40

Automatic version
Brand name
Fuel efficiency
Look (style)
Power( in cc)
Price
Reliability
Speed
others

If others, specify

3) ……………………….
4) ……………………….

Presentation:

This question concludes that which facility is most

preferable by peoples to buy a MUV car.

Analysis:

Here we measured the ranking of every advantages

individually, than compare with each other. This is done to
get the more accuracy in result.

For Automatic version:

Majority (40%) of respondents give Automatic version as

6th Rank advantage to buy a car.
Frequencies
 41

Statistics

automaticversion
N Va lid 30
M issing 1

automatic version

Cumulative
Frequency Percent Valid Percent Percent
Valid 4 advatage 6 19.4 20.0 20.0
6 advatage 12 38.7 40.0 60.0
7 advatage 4 12.9 13.3 73.3
8 advatage 8 25.8 26.7 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

automatic version

12

10

6
n
u
q
F
y
c
e
r

0
4 advatage 6 advatage 7 advatage 8 advatage
automatic version

For Brand Name:

 42

Majority (43.3%) of respondents give Brand Name as

Rank-1 advantage to buy a car.

& 20.0% of respondents give Brand Name as 6th Rank

advantage to buy a car.

Frequencies
 43

Statistics

Brandname
N Valid 30
M issing 1

Brand name

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 advatage 13 41.9 43.3 43.3
2 advatage 3 9.7 10.0 53.3
3 advatage 5 16.1 16.7 70.0
5 advatage 3 9.7 10.0 80.0
6 advatage 6 19.4 20.0 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

Brand name

14

12

10

8
n
u
q
F
y
c
e

6
r

0
1 advatage 2 advatage 3 advatage 5 advatage 6 advatage
Brand name

For Fuel Efficiency:

 44

Majority (40.0%) of respondents give Fuel Efficiency as

Rank-2 advantage to buy a car.

& 23.3% of respondents give Fuel Efficiency as Rank-3

advantage to buy a car.

Frequencies
 45

Statistics

fuelefficiency
N V alid 30
M issing 1

fuel efficiency

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 advatage 5 16.1 16.7 16.7
2 advatage 12 38.7 40.0 56.7
3 advatage 7 22.6 23.3 80.0
7 advatage 6 19.4 20.0 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

fuel efficiency

12

10

6
n
u
q
F
y
c
e
r

0
1 advatage 2 advatage 3 advatage 7 advatage
fuel efficiency

For Look & Style:

 46

Majority (40.0%) of respondents give look & Style as

Rank-1 advantage to buy a car.

& 30% of respondents give Look & Style as Rank-2

advantage to buy a car.

Frequencies
 47

Statistics

look(style)
N Valid 30
Missing 1

look(style)

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 advatage 12 38.7 40.0 40.0
2 advatage 9 29.0 30.0 70.0
4 advatage 5 16.1 16.7 86.7
5 advatage 4 12.9 13.3 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

look(style)

12

10

6
n
u
q
y
cF
re

0
1 advatage 2 advatage 4 advatage 5 advatage
look(style)

For Power(in cc):

 48

Majority (53.3%) of respondents give Power (in cc) as

Rank-4 advantage to buy a car.

& 36.7% of respondents give power as Rank-3 advantage to

buy a car.

Frequencies
 49

Statistics

Power(incc)
N Valid 30
Missing 1

Power(in cc)

Cumulative
Frequency Percent Valid Percent Percent
Valid 3 advatage 11 35.5 36.7 36.7
4 advatage 16 51.6 53.3 90.0
7 advatage 3 9.7 10.0 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

Power(in cc)

20

15

10
n
u
q
y
cF
re

0
3 advatage 4 advatage 7 advatage
Power(in cc)

For Price:
 50

23.3% of respondents give price as Rank-3 advantage to

buy a car.

23.3 % of respondents also give Price as Rank-6

advantage to buy a car.

Frequencies
 51

Statistics

price
N Valid 30
Missing 1

price

Cumulative
Frequency Percent Valid Percent Percent
Valid 3 advatage 7 22.6 23.3 23.3
5 advatage 5 16.1 16.7 40.0
6 advatage 7 22.6 23.3 63.3
7 advatage 5 16.1 16.7 80.0
8 advatage 6 19.4 20.0 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

price

4
n
u
q
F
y
c
e

3
r

0
3 advatage 5 advatage 6 advatage 7 advatage 8 advatage
price

For Reliability:
 52

36.7% of respondents give Reliability as Rank-5

advantage to buy a car.

36.7% of respondents also give Reliability as Rank-8

advantage to buy a car.

Frequencies
 53

Statistics

reliability
N Valid 30
Missing 1

reliability

Cumulative
Frequency Percent Valid Percent Percent
Valid 5 advatage 11 35.5 36.7 36.7
6 advatage 5 16.1 16.7 53.3
7 advatage 3 9.7 10.0 63.3
8 advatage 11 35.5 36.7 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

reliability

12

10

6
n
u
q
y
cF
re

0
5 advatage 6 advatage 7 advatage 8 advatage
reliability

For Speed:
 54

Majority (30.0%) of respondents give Speed as Rank-7

advantage to buy a car.

& 23.3% of respondents give Speed as Rank-5 advantage to

buy a car.

Frequencies
 55

Statistics

Speed
N Valid 30
Missing 1

Speed

Cumulative
Frequency Percent Valid Percent Percent
Valid 2 advatage 6 19.4 20.0 20.0
4 advatage 3 9.7 10.0 30.0
5 advatage 7 22.6 23.3 53.3
7 advatage 9 29.0 30.0 83.3
8 advatage 5 16.1 16.7 100.0
Total 30 96.8 100.0
Missing System 1 3.2
Total 31 100.0

Speed

10

6
n
u
q
y
cF
re

0
2 advatage 4 advatage 5 advatage 7 advatage 8 advatage
Speed

For others:
 56

Total population of sample size gives rank-9 to the other

advantages to buy a car.

This shows that above written advantages are the

most preferable to buy a small car.

Frequencies
 57

Statistics

others
N Valid 30
Missing 1

o th e rs

C u m u la tive
F re q u e n cy Pe rce n t Va lid Pe rce n t Pe rce n t
V a lid 9 a d va ta g e 30 9 6 .8 1 0 0 .0 1 0 0 .0
M issin g Syste m 1 3 .2
T o ta l 31 1 0 0 .0

others

30

25

20

15
n
u
q
y
cF
re

10

0
9 advatage
others
 58

10) If you get a car with low price having good

features of a MUV car, would you like to purchase that
car?

Presentation:

This question provides a path to know the Brand loyalty of

the customers.

Analysis:

Majority (93.3) of the peoples are not Brand loyal.

They would like to switch over to the next brand, if they get
a car with low price having good feature of small car.
 59

Frequencies
Statistics

If you get a MUV car with low price having good featuture
of MU Vcar, would you like to purchase that car
?
N Valid 30
Missing 1

If you get a MUVcar with low price having good feature of MUV car,
woulwould
Would you you
like to purchase that car ?
Cumulativ
Frequenc Percen Valid e Percen
Valid ye y 28 t 90.3 Percent 93.3 t 93.3
sno 2 6.5 6.7 100.
Total 30 96.8 100. 0
Missin Syste 1 3.2 0
g
Total m 31 100.
0

If you get a MUV car with low price having good feature of MUV car,
would you like to purchase that car ?

30

25

20
y
c
n
e
u15
q
re
F
10

0
yes no
If you get a MUVcar with low price having good feature of MUV
car, would you like to purchase that car ?

2) Presentation and analysis of Secondary Data:

 60

To make my research more accurate, I used Internet. Where

I collected the various necessary facts, which will reduce
the Error in conclusion of our report.

A) Demand for MUV (Multy utility vehicle): -

Presentation & Analysis:

Sonalika is entering in car segmentation with the launch of

Rihno-Rx. So its very important to know the demand for
MUV in India. For this purpose we made a excel sheet
graphs as shown below:

MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04

TO 2006-07

MUV ALL INDIA MONTHLY INDUSTRY DATA 2003-04 TO 2006-07

2002-
S.No. Company Model 2006-07 2005-06 2005-06 2004-05 2004-05 2003-04 2003-04
03

QUALIS** 0 0 0 2346 2346 2657 2657 2379

1 TOYOTA

INNOVA 3618 3045 3045 334 334 0 0 0

2 GM TAVERA 1823 1592 1592 1121 1121 0 0 0

3 MARUTI GYPSY 241 362 362 425 425 279 279 270

TREKKER
4 HM + 0 3 3 16 16 66 66 80
PUSHPAK

FORCE
5 TRAX 579 637 637 628 628 627 627 538
MOTORS

6 MAHINDRA SCORPIO 3153 2639 2639 2236 2236 1998 1998 980
 61

BOLERO 3140 2896 2896 2012 2012 1119 1119 468

HARD TOP 366 515 515 1088 1088 1411 1411 1727

SOFT TOP 782 951 951 1280 1280 1182 1182 1134

TATA
7 SUMO 2673 2775 2775 2596 2596 2354 2354 1815
MOTORS
 62

Above graph shows that there is continuously increase in

MUV cars (from 2002 to 2007). So its a positive aspect for
Sonalika Rhino-Rx.

B) FAB(Feature, Advantages & benefits) analysis: -

Presentation & Analysis:

FAB analysis is done to understand the feature of Rhno-Rx.

FAB ANALYSIS
PARTICULAR FEATURE ADVANTAGES BENEFITS
IMPART HIGHER STRENGTH TO THE
Side impact beam HIGH SAFETY AGAINST
SIDE DOORS TO ENABLE THEM TO
in doors SIDE IMPACT
WITHSTAND STRONG SIDE IMPACTS
FULL ENGINE COVER IS PROVIDED
Full engine TROUBLE FREE ENGINE
TO PROTECT ENGINE AGAINST THE
protection cover DAMAGE FROM MUD, PEBBLES etc
LONGER ENGINE LIFE

Collapsible Steering WHOLE STEERING WHEEL COLUMN

GET DISMANTLE IN CASE OF SUDDEN DRIVER SAFETY
column FORCEFUL IMPACT
CROSS CAR BEAM IMPARTS HIGHER
Cross car beam STRENGTH TO THE FRONT BODY AND HIGH SAFETY AGAINST
SAFETY & SECURITY

under dash board MAKE CABIN SAFER IN CASE OF FRONTAL IMPACT

FRONTAL COLLISION
MANUAL SWITCHES ARE PROVIDED
SAFETY FOR CHILDERNS
Child safety locks ON THE REAR DOORS TO CHECK
CHECK UNWANTED
on rear door UNWANTED OPENING OF THE DOORS
OPENING OF THE DOORS
FROM INSIDE
SEAT BELTS HOLD THE PASSENGERS
Seat belts for all FIRMLY IN RIGHT POSITION EVEN SAFETY FOR
front facing seats WHEN VEHICLE COMES TO SUDDEN PASSANGARS
HALT
FOG LAMPS ENSURE BETTER BETTER VISIBILITY TO
Fog Lamps VISIBILITY IN FOGGY CONDITIONS ENSURE SAVE DRIVING
ENSURES THAT DRIVER OF THE
WARN THE DRIVER OF
High Mount Stop FOLLOWING VEHICLE NOTICE IT AS
FOLLOWING VEHICLE IN
Lamp SOON AS THEY LIT SO THAT HE CAN
TIME
REACT IN TIME
HEADLAMP LEVELLING DEVICE BETTER VISIBILITY IN
Headlamp Levelling
ENSURES BETTER VISIBILITY IN DIFFERENT LOAD
Device DIFFERENT LOAD CONDITIONS CONDITIONS
 63

HVAC(HEATING VENTILATION & AIR

FUEL EFFICIENT FAST
Air CONDITION) PROVIDED IN RHINO
COOLING/HEATING FOR
Conditioner/Heater HELPS IN MAINTAINING THE DESIRED FATIGUELESS DRIVING.
TEMP. INSIDE THE CABIN
FLAT FLOOR PROVIDED IN THE
VEHICLE ENSURES PASSANGERS
MOST COMFORTABLE
GET AMPLE HEAD, SHOULDER AND
Flat Floor THIRD ROW SEATING WITH
LEG ROOM. IT ALSO IMPARTS
AMPLE SPACE
FLEXIBILITY IN CHANGING SEAT
ARRANGEMENT.
STRETCH OUT IN TOTAL
RHINO COMES WITH UNIQUE
COMFORT
Comfort, Convenience & Entertainment

Seating FEATURE WHICH ALLOWS EASY

EVEN MOVING HOUSES IS
REMOVAL OF THIRD ROW SEATS.
NO LONGER PROBLEM
POWER STEERING PROMISES EASY
MOVEMENT OF STEERING WHEEL
EASY MANEUVERABILITY
Power Steering AND HENCE FATIGUELESS DRIVING
BETTER CONTROL.
AND BETTER CONTROL OVER
VEHICLE.
POWER REGULATED WINDOWS ARE ONE TOUCH OPERATION
PROVIDED IN THE VEHICLE FOR MAKES ALL DOORS OPEN
Window Regulator EFFORTLESS OPENING OR CLOSING AND CLOSED FROM THE
OF WINDOWS. DRIVER SEAT
FUEL LID CONTROL IS PROVIDED AT
THE DRIVER SEAT WHICH ENABELS KEYLESS OPENING
Fuel Lid Opening HIM TO CONTROL FUEL LID WHILE ALSO CHECK FUEL THEFT
SEATING AT SEAT.
REAR DEFOGER IS FITTED AT THE BETTER VISIBILITY
REAR DOOR WHICH DOES NOT LET THROUGH WINDOW
Rear Defogger MIST ACCUMULATION ON THE REAR GLASSPANE IN FOGGY
WINDOW. CONDITIONS
TWO 4" SPREAKERS AT FRONT AND
TWO 6" SPEAKERS AT REAR DOORS
BETTER SOUND QUALITY
ARE SO PLACED THAT SOUND
Speakers INTENSITY ALL OVER THE CAR
BETTER SPACE
UTILISATION
REMAINS SAME AS WELL AS
ACQUIRE LESS SPACE.
 64

2.0L 4Cylinder RHINO COMES WITH LATEST

Inline Turbo GENERATION D-FIP DIESEL ENGINE MORE POWER
Charged WHICH PROVIDE HIGH POWER BETTER FUEL
Intercooled Indirect CANSUMING LESS FUEL AND LOWER EFFECIENCY
EMMISSION.
Injection
SINGLE OVER HEAD CAMSHAFT
(SOHC) Camshaft
WHICH FACILITATE BETTER BETTER PERFORMANCE
arrangement MOVEMENT OF VALVES .
100/4200 RHINO GENERATES 100 BHP @ 4200
MAXIMUM PULLING
(BHP/rpm) Max. RPM , HENCE MORE POWER AT
CAPACITY
Power HIGHER SPEED
RHINO'S ENGINE GENERATES 22 NM MORE PICKUP
Max. Torque
@ 2400 RPM WHICH MEANS HIGH MORE LOAD CARRING
22/2400 (Nm/rpm) TORQUE AND BETTER PICKUP CAPACITY
RHINO FACILITATES SYNCHROMESH SMOOTHER GEAR
Transmission TRANSMISSION ENABLES EASY SHIFTING IN ALL DRIVING
GEAR SHIFTING . CONDITION
Suspension-Front
(Independent
Double Wishbone THE SUPERIOR SUSPENSION
TECHNICAL SPECIFICATION

with Torsion Bar SYSTEM DELIVERS SOFT, CAR LIKE COMFORTABLE RIDING
QUALITY WITH LOAD CARRYING AND COMPLETE CONTROL ON
Spring) AND ROAD HANDELING JERKS
Suspensions-Rear CAPABILITIES.
(Semi Elleptical
Leaf Spring)
Brakes-Front LOAD COMPENSATING REGULATING
(Ventilated Disc VALVE ENSURES ONLY REQUIRED COMPLETE CONTROL
Brakes) AMOUNT OF BREAK FLUID FLOW TO WHILE BREAKING
Brakes-Rear (Drum THE BRAKES AND VENTILATED DISC MINIMUM STOPPING
balanced with BRAKES DOES NOT LET THE BREAK DISTANCE
DISC TO HEAT UP
LCRV)
WIDE TYRES FOR BETTER ROAD BETTER RIDING
Tyre(205/65 R15) GRIP BETTER HANDELING
180 mm GROUND CLEARANCE
Ground TROUBLE FREE DRIVE ON
MAKES RHINO FIT FOR DRIVING IN
Clearance(180mm) ROUGH ROADS
ANY TERRAIN
TURNING RADIUS AS SMALL AS 5.6
Turning
MAKES IT POSSIBLE FOR RHINO TO EASY MANEUVERABILITY
Radius(5.6m) TAKE SHARP TURNS EASILY
Length(4440) THIS COMBINATION OF LENGTH,
WIDTH AND HEIGHT MAKES RHINO MORE HEAD, LEG, HIP
Width(1645) DESIGN AERODYNAMICAL AS WELL AND SHOULDER ROOM
Height(1885) AS ERGONOMICAL
Hydraullic Valve HYDRAULLIC VALVES ENSURES
MAINTAINANCE FREE
Lifters ACCURATE VALVE CONTROL
Single belt drive SINGLE V RIBBED BELT DRIVE WITH
AUTOMATIC TENSIONER FOR BETTER FUEL EFFICIENCY
with automatic POWER STEEERING, WATER PUMP, AND LOW MAINTAINANCE
tensioner AC & ALTERNETOR
 65

RHINO COMES WITH UNIQUE DUAL

ELECTRIC RADIATOR FAN PROVIDED
Dual Electrical Radiator LONGER ENGINE LIFE
FOR EFFECTIVE AND FAST COOLING
Fan FAST COOLING
OF ENGINE TO REQUIRED
TEMPRATURE.
HELPS GEAR SHIFTING AT
CORRECT SPEED &
PROVIDES BETTER
INDICATE THE RIDER ABOUT ENGINE
Techometer VISIBILITY & AESTHETICS.
RPM ON A PARTICULAR SPEED.
COMPLETE CONTROL ON
GEAR VS SPEED
RELATIONSHIP
SLIDING WINDOWS FOR THE LAST
Sliding quarter windows ROW ENSURES BETTER BETTER VANTILATION
VANTILATION

C) Product comparison: -

Presentation & Analysis:

Product comparison is done to know the advantages &

uniqueness in Rhino-Rx. How it is different from others MUV
cars.
 66

Technical Specifications

Features
Safari Scorpio Tavera Bolero Sumo Rhino RX
/ Models

2.0L
4Cylinder
2.5L Direct Inline Turbo
Engine 2.5L Inline 4 1.9L Inline
3.0L DICOR 2.6L CRDe injection Turbo Charged
type Cylinder 4 Cylinder
Diesel Intercooled
Indirect
Injection

Max.o/p 115/3000 115/3800 80/3900 72.5/4000 68/4500 100/4200

Max. 30/1600-
28.3/2200 19/1800 15.5/2000 Dec-00 22/2400
Torque 2000
Transmissi
5M 5M 5M 5M 5M 5M
on

Independent Independent
Double 2WD Independent, Independen
Double Double
Suspensio wishbone Independent, Coil Spring, t, coil
wishbone,Torsi Wishbone
ns(Front) with Torsion Coil Spring, Double Acting springs with
on bar spring & with Torsion
Bar AntiRoll Bar Telescopic anti-roll bar
Anti-roll bar Bar Spring

Parabolic
Semi- Semi
Suspensio 5-Link with Multilink Coil Semi-Elliptical leaf springs
elliptical Leaf Elleptical Leaf
ns(Rear) Coil Spring Spring Leaf Spring with anti-
Type Spring
roll bar

Brakes(Fr Ventilated Disc and Vantilated Disc Disc and Ventilated

Disc
ont) Disc Brakes Caliper & Caliper Type Cappiler Disc Brakes

Brakes(Re
Drum Drum Drum Drum Drum Drum
ar)

Tyre 235/70 R16 235/70 R16 205/65 215/75 R15 215 205/65 R15
Ground
195 180 184 180 160 180
Clearance
Turning
6 5.6 5.6 5.4 4.9 5.6
Radius
Length 4800mm 4495 4435 4056 4505 4440
Width 1810 1817 1680 1660 1726 1645
Height 1925 1975 1765 1880 1976 1885
Wheel
2650 2680 2685 2680 2400 2541
Base
 67

PRICE COMPARISON

SEAT SHOWROOM
Models/Particulars CAP MAIN FEATURES PRICE
Power Steering, Digital
M2DI(TURBO2.5) 7, 9 Speedometetr 639337
SCORPIO

Tubeless Tyres, AC, Power

STANDARD 7, 9 Steering 725888

Std+Central Locking, music

TURBO 2.6DX (2WD) 7, 8 System, Power Window 791491

TURBO 2.6 SLX (4WD) 7, 8 DX+Adjustable Steering, Alloys 944126

TIRBO2.6 SLX(2WD) 7, 8 Do 853831
AC, Adjustable Steering, Power
LX Steering, Power Window, Alloy 727022
SAFARI

LX+Music System, Fog Lamps,

EX Central Locking 822881

VX EX+Air Baga, ABS, Leather Seats 1023190

W/O any accessories, no AC, no 597000,

B1 7, 10 Power Steering 627000
685000,
B2 7, 10 B1+AC, Heater, Audio Wiring 710000
B2+Power Steering, Bright 602308,
TAVERA

B3 7, 10 Interiors 718000

B3+Wood Finish, Power Windows,

Central Locking, Front Bucket
L1 7, 9 Seats 796000
L1+Dual AC, Rear Windscrean
L2 8 Defogger 852000
L2+Alloy Wheels, Music System,
D1 8 Tachometer, Two Tone Paint 946000
Manual 4WD option, Optional
SLX 7, 8 Power Steering 519000
SLE 8 LX Std+AC 528000
LX+Power Window, Central
Bolero

Locking, Stereo, Electric 4WD

Diz 8 Option 549000
GLX+Bucket Seat, Twin Shaded
Fabric Seat Upholstery, Electronic
Speedometer, Wood Finish
PLUS 7 Dashboard 537000
 68

AC, Central locking, Power

VICTA EX 6, 10 Steering 541700
VICTA LX 10 AC 518660
Sumo

VICTA GX 8 EX+Power Windows, Fog Lamps 628900

AC(o), Power Steering,
Tachometer, Body Coloured
Bumper, Fog Lamps, Rear
VICTA CX 10 Defogger 506740

Power Steering, Bucket Type

Seats(1+1), Techometer
Collapsible Steering, Head Lamp
S1 w/o AC 9 Levelling Device 585500
S1 with AC 8,9 S1w/oAC+AC 605500
RHINO

S1withAC+Power Steering,
Heater, Body Coloured Bumper,
S2 8,9 Two RoomLamps, Speakers 655500
DLX Single AC 8 S2+CD Player, Rear Defogger 675500

DLX Double AC 8 All Above Features+Another AC 695500

 69

From the above table & charts we conclude Rhino-Rx

advantages over its competitors:

S.NO. FEATURE ADVANTAGES

UNBEATABLE PRICE

1 PRICE COMPARITIVLY LESSER PRICE

SUPER PERFORMING TECHNOLOGY

RHINO COMES WITH LATEST GENERATION D-FIP

Engine type DIESEL ENGINE WHICH PROVIDE HIGH POWER
2 CANSUMING LESS FUEL AND LOWER EMMISSION.

Brakes(Front) LOAD COMPENSATING REGULATING VALVE ENSURES

3 ONLY REQUIRED AMOUNT OF BREAK FLUID FLOW TO
THE BRAKES AND VENTILATED DISC BRAKES DOES
Brakes(Rear) NOT LET THE BREAK DISC TO HEAT UP
4
Hydraullic Valve RHINO HAS HYDRAULLIC VALVES TO ENSURES
5 Lifters ACCURATE VALVE CONTROL
SINGLE V RIBBED BELT DRIVE WITH AUTOMATIC
Single belt drive TENSIONER FOR POWER STEEERING, WATER PUMP,
with automatic AC & ALTERNETOR RESULTS IN BETTER EFFICIENCY,
tensioner LOW MAINTANANCE & COMPARITABLY LESSER LOAD
6 ON ENGINE
RHINO COMES WITH UNIQUE DUAL ELECTRIC
Dual Electrical
RADIATOR FAN PROVIDED FOR EFFECTIVE AND FAST
Radiator Fan
7 COOLING OF ENGINE TO REQUIRED TEMPRATURE.

Techometer COMPLETE CONTROL ON GEAR VS SPEED

8 RELATIONSHIP
 70

EXCLUSIVE VEHICLE FEATURES

RHINO GIVES HIGH MILEAGE ON CITY AS WELL AS

MIELAGE
9 HIGHWAY ROADS.
Ground 180 mm GROUND CLEARANCE MAKES FIT FOR DRIVING
10 Clearance IN ANY TERRAIN
TURNING RADIUS AS SMALL AS 5.6 MAKES IT POSSIBLE
Turning Radius
11 FOR RHINO TO TAKE SHARP TURNS EASILY
FUEL LID CONTROL IS PROVIDED AT THE DRIVER SEAT
Fuel Lid Opening WHICH ENABELS HIM TO CONTROL FUEL LID WHILE
12 SEATING AT SEAT.
13 Length THIS COMBINATION OF LENGTH, WIDTH AND HEIGHT
14 Width MAKES RHINO DESIGN AERODYNAMICAL AS WELL AS
15 Height ERGONOMICAL

SAFETY & UNPARALLEL COMFORT

AC IN RHINO RX IS DRIVEN BY SAME BELT WHICH

DRIVES WATERPUMP,ALTERNATOR & POWER
16 A.C.
STEERING WHICH RESULTS IN LESS LOAD ON THE
ENGINE AND MORE FUEL EFFICIENCY
MANUAL SWITCHES ARE PROVIDED ON THE REAR
Child safety
DOORS OF RHINO TO CHECK UNWANTED OPENING OF
locks on rear
THE DOORS FROM INSIDE. WHICH IMPARTS CHILD
door
17 SAFETY.
RHINO HAS MORE SEATS WITH MORE COMFORTABLE,
Seating
18 MORE HEAD,LEG & LUGGAGE ROOM

SEAT BELTS HOLD THE PASSENGERS FIRMLY IN RIGHT

Seat belts for all
POSITION EVEN WHEN VEHICLE COMES TO SUDDEN
front facing seats
HALT.
19
FLAT FLOOR PROVIDED IN THE VEHICLE ENSURES
PASSANGERS GET AMPLE HEAD, SHOULDER AND LEG
Flat Floor
ROOM. IT ALSO IMPARTS FLEXIBILITY IN CHANGING
20 SEAT ARRANGEMENT.
NVH(NOISE VIBERATION HARNESS) SYSTEM FOR QUITE
NVH System
21 & COMFORTABLE RIDE
MORE SPACIOUS LEG ROOM ON ALL ROW SEATS ,
Cabin space
22 HEAD ROOM & SHOULDER
D) USP (Unique Selling Point): -
 71

The unique selling points (USP) of Rhino-Rx are as given

below: -

 It’s latest D-Fip engine, which is optimized, for the best

on road performance.

 It’s High mileage on city as well as highway roads.

 High Ground clearance for rough road usage.

 NVH (Noise Harness system for quite and comfortable

ride.

 Excellent initial pick due to high torque of 220Nm.

 High acceleration due to 100 Bhp of power.

 Maximum speed of 160 Kmph.

 Most spacious vehicle in its class (Leg room on all row

seats, Head room, Hip room, Shoulder room).
 72

E) Warranty & Margin policy: -

NEW WARRANTY POLICY

Basic Warranty 12 month or 50,000 km
(Which is earlier)
Extended warranty 12 month or 50,00 km
(Which is earlier)
Cumulative Warranty 2 years or 100,000 km
(which is earlier)

NEW MARGIN POLICY

CLASS DEALER MARGIN

S1 without A.C. 30,000

S1 with single A.C. 30,000

S2 with single A.C. 50,000

DLX with single A.C. 50,000

DLX with dual A.C. 55,000

Here we can see that Sonalika (ICML) concentrated over the

dealers by providing a huge amount of Margin. So that
dealers would try to sell more & more Rhino in market.
 73

F) IATFL (International Auto Track Finance Ltd.): -

Sonalika used strategic marketing and launched IATFL

(International Auto Track Finance Ltd.). So that customer
can purchase Rhino-Rx at easy loan.

E) Advertising & communication: -

Presentation & Analysis :

Advertisement results promotion & customer awareness for

any product. That’s why we analyzed this data.

Sonalika (ICML) sends Brochure to many peoples for Brand

Awareness. They also take part in social programs e.g. they
operated Clean & Green fair in Hoshiyarpur.

But they are lacking in T.V. & magazine adds. Other

competitors of Sonalika like Mahindra & Toyota gives T.V. &
magazine adds for Brand awareness.
 74

1) Results from Primary data( Questionnaire):

1) Only 40% peoples like MUV cars. Most of the peoples do

not like MUV cars.

 Demand for small cars can be decrease in future.

2) 76.7% know the brands between 2-5.This shows that

most of the customers are aware towards brand.

 Most of the peoples are brand aware.

3) If we take majority from our samples than we get

56.7% people give (Rank 3) to Tata , 43.3% people give
(Rank 2) to Mahindra, 66.7% people give (Rank 1) to Toyota
& 36.6% people give (Rank 4) to General Motors.

This shows that Toyota, Mahindra, Tata & General

Motors are nearest competitors of Sonalika Rhino- Rx.

4) Quality (facility) which peoples like most is-

 True value for money.

5) 46.7% peoples have one car & 23.3 peoples have 2 cars.
Also 23.3 % has no car.

 As Q.1. Results that most of the people do not like

MUV cars. But in spite of this they purchase the
MUV cars.
 75

6) Currently most favorite brand of peoples is Toyota &

nearest competitors of Toyota is Mahindra.

7) Quality (facility) which people like most in current car is

“True value for money”

8) 60% of peoples want to purchase a MUV car in incoming

days.

 Currently Demand for MUV cars is growing at very

fast rate.

9) If we take majority from our samples than we get:

(40%) of respondents give Automatic version as 6th Rank

advantage to buy a car.

(43.3%) of respondents give Brand Name as Rank-1

advantage to buy a car.

(40.0%) of respondents give Fuel Efficiency as Rank-2

advantage to buy a car.

(40.0%) of respondents give look & Style as Rank-1

advantage to buy a car.

(53.3%) of respondents give Power (in cc) as Rank-4

advantage to buy a car.
 76

23.3% of respondents give price as Rank-3 advantage to

buy a car.

23.3 % of respondents also give Price as Rank-6

advantage to buy a car.

36.7% of respondents give Reliability as Rank-5

advantage to buy a car.

36.7% of respondents also give Reliability as Rank-8

advantage to buy a car.

(30.0%) of respondents give Speed as Rank-7 advantage

to buy a car.

 This shows ranking of advantages on the basis of

peoples perception is as follows:

Rank Advantage

1 Brand Name
2 Look & style
3 Fuel efficiency
4 Price
5 Power
6 Reliability
7 Automatic version
8 Speed

10) 93.3% peoples are not Brand loyal.

 77

2) Results from secondary data:

1) Demand for MUV vehicle increasing continuously from

last five years.

2) Rhino-Rx provides good feature.

3) Rhino-Rx has unbeatable feature in its class .

4) Comparatively lesser price.

5) Latest D-Fip engine, which is optimized, for the best

on road performance.

6) High mileage on city as well as highway roads.

7) High Ground clearance for rough road usage.

8) NVH (Noise Harness system for quite and comfortable

ride.

9) Excellent initial pick due to high torque of 220Nm.

10) High acceleration due to 100 Bhp of power.

 78

11) Maximum speed of 160 Kmph.

12) Most spacious vehicle in its class (Leg room on all row
seats, Head room, Hip room, Shoulder room).

13) Huge margin to the dealers.

14) Opening of IATFL (International Auto Track Finance

Ltd.).

15) Lack of advertisements.

(6.E) Conclusions & Recommendation

This part of the study deals with both conclusion &

recommendation. Conclusion tells about what we conclude
from overall study & recommendations include our
suggestion.

(6.E.1) Conclusions:

Our conclusion includes conclusion obtained from both

Primary & Secondary data. Our conclusion extract whether
results are favorable for Sonalika Rhino-Rx or unfavorable
for Sonalika Rhino-Rx.
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1) Conclusion from Primary data:

 Demand for MUV growing at very fast rate. This is

an opportunity for Sonalika Rhino-Rx.
(Favorable)

 Most of the peoples are brand aware. This result

provides both opportunity & threats. If people are
brand aware may be they become brand loyal in future,
due to this reason opportunity. Also brand awareness is
a base for oligopoly (competitiveness). Due to this
reason it is taken as threat also. (Can’t say)

 To buy a car people like the car, which provides “True

value for money”. Which is one of the objectives of
Sonalika. (Favorable)

 Currently Toyota is most favorite brand in small cars.

(Unfavorable)

 In present scenario, Most of the people are not brand

loyal. (Favorable)

 People prefer Brand Name, look & style and Fuel

Efficiency as compare to other advantages to buy a car.
(Favorable)
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2) Conclusion from Secondary data:

 Demand for MUV cars increases continuously.

(Favorable)

 Comparatively lesser price. (Favorable)

 Latest D-Fip engine, which is optimized, for the best on

road performance. (Favorable)

 High mileage on city as well as highway roads.

(Favorable)

 High Ground clearance for rough road usage.

(Favorable)

 NVH (Noise Harness system for quite and comfortable

ride. (Favorable)

 Excellent initial pick due to high torque of 220Nm.

(Favorable)

 High acceleration due to 100 Bhp of power.

(Favorable)

 Maximum speed of 160 Kmph. (Favorable)

 Most spacious vehicle in its class (Leg room on all row

seats, Head room, Hip room, Shoulder room).
(Favorable)

 Strategic marketing by providing huge margin to the

dealers. (Favorable)

 Opening of IATFL(International Auto Track Finance

Ltd.) (Favorable)
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 Lack of advertisements. (Unfavorable)

OVERALL CONCLUSION:

To extract the overall conclusion we analyze the both of

conclusion, which are obtained from Primary data and
Secondary data.

After doing overall analysis we get result:

Sonalika Rhino-Rx has capability to dominate the market by

beating its competitors Mahindra, Toyota, G.M. & Tata. So
we can compute overall conclusion in one line-

“SONALIKA RHINO-Rx THE SUPERIOR CHOICE”

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(6.E.2) Recommendations:

In topic (6.E.1) we get some conclusions, which are

unfavorable for Sonalika Rhino-Rx. Thus we suggest some
recommendation:

 In future maintain the supply according to the

demand in the market.

 Most of the people are not Brand loyal. Make them own
customers by providing products & service in
respect to their core need.

 Rhino-Rx has less capacity (1994cc) engine. While

other competitors has more capacity engine except
Tata (Sumo). Thus Rhino-Rx engine capacity
should Increased.

 Rhino-Rx has LCRV brake system. But if Rhino-Rx really

want to compete than it should have ABS brake
system.

 Rhino-Rx should have more Fuel tank capacity.

Because Rhino-Rx has less Fuel tank capacity as
compare to other MUV cars.

 Rhino-Rx should have Airbags. Because Most of

customers has core need Safety & Comfort.
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 Most of the MUV has Central Locking system.Even

Mahindra Bolero & Tata sumo Which has lesser price
than Rhino-Rx are providing central Locking System.
Thus Rhino-Rx should have central Locking
System.

 Rhino-Rx can make an U.S.P. (Unique Selling Point)

by Providing Tubeless Tyres in Rhino- Rx. Because its
impossible to get tubeless tyres in Rhino-Rx price
range.

 Competitors of sonalika Rhino-Rx like Mahindra &

Toyota etc. gives very much attractive adds on T.V. &
Magazine to increase the Brand Awareness. So its
mandatory for Rhino-Rx to Concentrate on T.V.,
Newspaper & Magazine advertisements. Because
most of the people are not aware about Sonalika Rhino-
Rx.
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7) Appendix:

 MUV – Multy Utility Vehicles

 SUV – Sports Utility Vehicles

 SCM – Supply Chain Management

 Brand name – Sign or Symbol for unique identification

 Forecasted demand – Future demand

 ICML – International cars & Motors Ltd.

 IATFL-International Auto Track Finance Ltd.

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(8) Bibliography:

 Economic Times

 Auto Car

 Business Standard

 SIAM (Society of India Automobile Manufacturer)

 Business Today

 www.Google.com

 www.Sonalika.com
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