A FIELD WORK REPORT ON SALES AND SERVICES IN MAHINDRA AND MAHINDRA LTD SUBMITTED BY AMIT KUMAR MMM 2nd

SEM YEAR 2009 2010 UNDER THE GUIDANCE OF PROF. D.P AVSARIKAR INTERNAL GUIDE MR.TAUQUIR KHAN EXTERNAL GUIDE

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF MASTERS IN MARKETING MANAGEMENT

SURYADATTA INSTITUTE OF MANAGEMENT & INFORMATION RESEARCH, PUNE 411030.

Declaration
I, the undersigned Amit kumar, declare that the Field Work Report titled as, Sales and Services in Mahhindra, submitted by me for partial fulfillment of Masters in Marketing Management (MMM) is the original record of the Field Work carried out by me during the period from 22 Dec 2009 to 6 Jan 2010, under the able guidance of Mr.D.P Avsarikar and the same has not formed the basis for the award of any degree, diploma, association, fellowship, titles in or for any other Statutory University or Autonomous Institutions functioning in India or abroad imparting higher education in Management.

Date: _________ Place: Bilaspur

Signature of the Student Amit Kumar MMM 2nd SEM Roll No. 05

Acknowledgement
At the start, I would like to express my sincere gratitude toMr.SWPNIL PATIL, my Field Work guide from Sinhgad Institute of Management & Information Research, Pune 411030 for successful completion of a Field Work in partial fulfillment of Masters in Marketing Management (MMM) under his / her able guidance to allow me to work on such an interesting subject. He / She provided me proper and correct direction for completion of Field Work. His / Her continuous guidance during the course of Field Work helped me in channelizing my efforts, quite appropriately. I am also thankful toMr. TAUQUIR KHAN, Mahindra &Mahindra Ptv. LTD, for guidance given and cooperation extended for carrying out the project.

I am also thankful to all the respondents and friends who have helped me to conclude the contents of the Field Work in decent and presentable manner.

Date: _________ Place: Bilaspur

Signature of the Student Sandeep Kumar Singh MMM 1st SEM Roll No. 58

Index
Chapter No. 1 Introduction 2 3 4 5 Title of the Chapter Page No. 3

Company Profile and Product Profile (maximum 5 pages) Field Work Objectives, Methodology and Limitations (maximum 5 pages) Data Collection, Analysis and Interpretation (maximum15 pages) Findings, Conclusions and Suggestions (maximum 5 pages) Annexure (maximum 4 pages) Bibliography (maximum 1 page)

INTRODUCTION

History of Mahindra:

Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm equipment, financial services, trade and logistics, automotive components, aftermarket, IT and infrastructure conglomerate. The company was set up in 1945 as Mahindra & Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan and became that nation's first finance minister. Hence, the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCVs) and agricultural tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market. At present, M&M is the leader in the utility vehicle (UV) segment in India with its flagship UV, the Scorpio (known as the Mahindra Goa in Italy). M&M is India's largest SUV maker.

The time has gone when people just wanted to have vehicles as a means of transportation but nowadays they are more aware about the vehicle model, their price and various other features which make them owner of a commodity which makes their neighbors feel envy of their choice. As India opened its gates for the foreign companies various automobiles giants entered our country seeking it as their target market. We Indians also got a wide variety of cars to choose from. Mahindra and Mahindra entered in India with a view to capture the small market segment earlier captured mostly by two giant Indian companies- Mahindra Motors and Maruti Udyog Limited. MR.PAWAN GOYANKA is the president of Mahindra automobile ltd. Mahindra and Mahindra is one of the company in which the Indians trust like anything. It has diversified itself in a number of sectors gaining the trust and proving its competence in every such field. Mr.Vivek Nayer is the senior vicepresident of Mahindra and Mahindra Pvt.Ltd. Mahindra and Mahindra when come up with Commander CDR segments it was welcomed by people in the same way as it welcomed all its products. It had a wide choice of four wheelers to satisfy the varied Indian choices. In the other hand Maruti also is said to capture the pulse of Indian middle class by giving them their Maruti 800.To its wing it added many other cars to competition to Mahindra and Mahindra motors.

Now these two companies even have to fight for their existence in this automobile sector and had to produce in context of giving tough competition to the various foreign companies. If we think about just these two companies they are also tough competitor of each other since ages. They had always tried to give their customers the products to cherish upon. There are products which are liked by the customers in India and worldwide. In this context we are here to compare two premier models of these two auto companies, which will give us the ultimat e result of what the customer genre thinks about these two companies. This project also thus deals with a comparative study of these companies with respect to their own products in the small car segment. As both the companies are eager to capture the small cars or you can say sports utility vehicles (SUVs) segment of India which is mostly owned by the middle class society of India.

CORE VALUES OF MAHINDRA Our Core Values are influenced by our past, tempered by our present, and will shape our future. They are an amalgam of what we have been, what we are and what we want to be.

Good Corporate Citizenship As in the past, we will continue to seek long term success, which is in alignment with our country's needs. We will do this without compromising ethical business standards. Professionalism We have always sought the best people for the job and given them the freedom and the opportunity to grow. We will continue to do so. We will support innovation and well reasoned risk taking, but will demand performance. Customer First

We exist and prosper only because of the customer. We will respond to the changing needs and expectations of our customers speedily, courteously and effectively. Quality Focus Quality is the key to delivering value for money to our customers. We will make quality a driving value in our work, in our products and in our interactions with others. We will do it 'First Time Right'. Dignity of the Individual We will value individual dignity, uphold the right to express disagreement and respect the time and efforts of others. Through our actions, we will nurture fairness, trust and transparency. These values are the compass that will guide our actions, both personal and corporate.

COMPANY PROFILE

FAMILY OF MAHINDRA Mr. Keshub Mahindra Chairman of Mahindra & Mahindra Ltd.

Mr. Keshub Mahindra, Chairman of Mahindra & Mahindra Ltd., is a graduate from Wharton, University of Pennsylvania, USA. After joining the Company in 1947, he became the Chairman in 1963. Over five decades, his continuous involvement has enabled the Mahindra Group to reach where it is today. He is a well-known philanthropist who redefined corporate governance by effectively channelizing funds into the social sector. He has contributed immensely to the cause of building ethical corporations in India and is currently a part of numerous prestigious organizations and committees. He was also appointed by the Government of India to serve on a number of Committees including the Sanchar Commission on Company Law & MRTP; Central Advisory Council of Industries etc. Today, he is an icon, an inspiring business leader and a distinguished corporate citizen that everyone looks up to.

Mr. Keshub Mahindra is on the Board of Directors of the following organizations: Chairman of Mahindra Holdings & Finance Limited, Mahindra Ugine Steel Company Limited Chairman of the Board of Governors of Mahindra United World College of India Vice-Chairman of Housing Development Finance Corp. Ltd. Chairman of Kema Services (International) Private Ltd. Chairman, Tech Mahindra Foundation Chairman, Mahindra Holdings Limited Director in Bombay Burmah Trading Corporation Limited, The Bombay Dyeing & Manufacturing Co. Limited, United World Colleges (International), Ltd., UK, Rodal Investments Private Limited Pratham-India Education Initiative and Tech Mahindra Foundation.

He is a member of the following organizations & committees:

Prime Minister's Council on Trade & Industry, New Delhi Apex Advisory Council - ASSOCHAM Founder Member - Indo-Hellenic Friendship League Founder Member of Governing Council, Integrated Research & Action for Development (IRADe) New Delhi President - Centre for Research in Rural & Industrial Development Society, Chandigarh Chairman, Governing Body, Centre for Research in Rural & Industrial Development, Chandigarh President Emeritus - Employers' Federation of India President of the Governing Council - University of Pennsylvania Institute for the Advanced Study of India, New Delhi Hon. Fellow - All India Management Association, New Delhi

A diagram illustrating the structure of Indian automobile Industry

PRODUCT PROFILE

PRODUCT PROFILE: In this category I had covered various models and ranges of sports utility vehicles(SUV) under Mahindra motors with their basic features. Different vehicles under Mahindra -------(1) SCORPIO-In scorpio various models are like this Scorpio- M2Di Scorpio- LX Scorpio -SLE Scorpio -VLX Scorpio VLX - (AT)

(2) BOLERO-In Bolero various models are like this Bolero-Di (Turbo) Bolero- LX Bolero-SLE Bolero-SLX Bolero-Diz Bolero-plus (3) Mahindra MAX- In max various models are like this Maxi Truck Bolero pickup (4) Mahindra Renault- In Mahindra Renault various models of logan are thereLOGAN

PETROL GLE(1.4) GLX(1.4) GLX(1.6) GLS(1.6) GLSx(1.6)

DIESEL DLE(1.5) DLX(1.5) DLS(1.5) DLSx(1.5)

(5) Mahindra Commander-In Mahindra commander various models areMahindra commander CDR (6) Mahindra XYLO-In Mahindra xylo there are four modelsMahindra xylo-E2 Mahindra xylo-E4 Mahindra xylo-E6 Mahindra xylo-E8 (top model)

Individual details of every model

(1) BOLERO MODEL DI SLE SLX EX-SHOWROOM PRICE(RS.) 4,74,000 5,41,249 5,74,823 Some features of Bolero SLX Engine Ground clearance Length,Width,Height Brakes 68 Horse power (50.5kw)@4000rpm 180 (mm) 4080,1745,1880 Front-Disc Rear-Drum ON- ROAD PRICE(RS.) 5,09,150 5,78,122 6,12,901

Clutch Wheelbase Turning radius Tyre

Hydraulic 2680 (mm) 5.4(m) 215/75 R15

Some other features of Bolero are like this 1. Power steering 2. Power window 3. Door open/seat belt warning 4. Air condition 5. Heater 6. Central lock system 7. Moulded roof 8. 12V charging point

Mahindra Bolero
Mahindra & Mahindra Limited launched the second generation Bolero in March 2007. The all-new sports-utility vehicle (SUV) comes with refreshed looks and style. The exteriors and interiors of the latest Bolero have been designed in way that will find appeal with the younger generation of car buyers in India. The automobile sports a host of new features, which perfectly suit the needs of Indian consumers. An offroad SUV, it delivers uncompromising fuel efficiency and commendable performance on

city

roads

as

well.

Engine New Mahindra Bolero is powered by 2523cc Turbo Charged DI (Direct Injection) diesel engine, which generates a power of 63.2 PS @ 3200 rpm and 18.4 kgm of torque @ 1440-1500 rpm. The 2.5L engine is much more refined than its previous model. The good, low-end torque of Bolero allows a smooth ride on gradients and bumpy roads. Design & Comfort

Mahindra Bolero flaunts a new, sleek front grille and muscular bumper that accentuate the appearance of its fascia. The rear side appears more sophisticated, with curved clear lens taillights. Adding to the appeal of the exteriors is the wellcontoured door handles. Ergonomics in the cabin of the all-new Bolero have been reworked to suit the present-day consumer's desire. Its plush bucket seats offer a greater degree of comfort to the occupants. Interiors Mahindra Bolero sports a trendy dashboard and instrument cluster. The efficiency of the air conditioning system has also been improved. The audio system is integrated on the instrument panel in such a way that the controls are within easy reach of the driver. The new Mahindra Bolero comes packed with many utility spaces. There are small storage areas for various passenger needs, which are neatly tucked away in the space-efficient central console. Ride And Handling New Mahindra Bolero comes equipped with an advanced NGT 520 transmission, along with synchromesh gears, which allow smooth gearshifts. The automobile's front suspension is built to withstand tough road conditions, while giving its occupants utmost comfort. A combination of disc and drum brakes is used in the SUV, which facilitates smooth braking on all road conditions. The wide radial tyres of Bolero ensure better road grip, safety and improved handling.

Safety Mahindra Bolero comes equipped with anti-roll bars that help the vehicle hold to

the ground even on the tightest bends. Its braking system prevents the locking of wheels on slippery roads. The new SUV also has a long wheelbase, which provides greater stability to the automobile. The other safety features of Mahindra Bolero include central locking and seat belt/door open warning. Variants, Price And Colour The eight variants of new Mahindra Bolero are SLX, DX, DI, XLS, XL, Sportz, Invader and Camper. The SUV is available in five colors, including Apple Red, Fiery Black, Diamond White, Rocky Beige and Turf Green. The latest version of Mahindra Bolero is priced between Rs 4.60 lakh and Rs 5.61 lakh.

Technical Specifications of Mahindra Bolero Overview Model Body Type Number Of Doors Seating Capacity Fuel Capacity Dimensions Length Width Height Wheelbase Ground Clearance Minimum Turning Radius Weight Kerb Weight Engine Type Number Of Cylinders Displacement 2.5L DI Turbo Diesel 4 2523 cc 1615 kg 4056 mm 1660 mm 1860 mm 2680 mm 180 mm 5.4 m Bolero SUV 5 7 60 liters

Transmission Max. Power Max. Torque

5 speed, Manual 63.2 PS @ 3200 rpm 18.4 kgm @ 1440-1500 rpm Suspension

Front Suspension Rear Suspension

Independent with coil spring & anti-roll bar Parabolic leaf springs Brake

Front Rear Steering Type Tyre Size (2) SCORPIO

Disc Drum Rack and Pinion, power assisted 215/75 R15

Firstly I want to explain the details of Scorpio model of Mahindra. Scorpio was firstly introduced in Indian market in 2002, Scorpio with CRDe engine (with S2_2600 cc engine was introduced in 2005. All new Scorpio launched with 43 new features 2006. Scorpio users launching with in HAWK 2007. Scorpio launching with automatic with (6) speed 2008. New Scorpio launching 2009 18 new Scorpio features - 2009 25 awards earned by Scorpio New front fascia 18 new features New bonnet scope (low drag intake design) New signature front grill New multi - reflector head lamp and sporty sun ray design with new fog lamp Road armor bumpers New embossed side cladding New integrated footstep in rear bumper New dual tame O.R.U.Ms(mirror New chunky door handles Plus new dual tone uphold stray

New seat with body pressure mapping New swanky 2 DIN audio New sporty gear lever knob Stylish new parking brake New digital immobilizer M.Hawk engine on entire range

Mahindra Scorpio

Manufacturer

Mahindra and Mahindra Limited

Also called Production Assembly

Class

Mahindra Goa (in Europe) 2002present

Nasik,

India

Sport utility vehicle

Body style(s)

4-door SUV 2.1L Petrol 116 hp 2.6L Turbodiesel 15 hp 2.2L M-Hawk Turbodiesel 120 hp 5 speed man./6 speed Auto / optional 4-wheel drive

Engine(s)

Transmission(s)

The Mahindra Scorpio (sold in some European countries as the Goa) is a SUV manufactured by Mahindra and Mahindra Limited. It is the first SUV from the company for the global market. The Scorpio has been successfully accepted in international markets where it has been recently launched. The Scorpio was conceptualized and designed by the in-house integrated design and manufacturing (IDAM) team of M&M. The car has been the recipient of three prestigious awards - the "Car of the Year" award from Business Standard Motoring, the "Best SUV of the Year" by BBC World Wheels and the "Best Car of the Year" award, again, from BBC World Wheels.

The making of Mahindra Scorpio

Prior to the mid-nineties, M & M was an automobile assembly plant. The company used to manufacture Willys Jeeps and its minor modified versions (modifications carried out in India). In 1996, the company planned to enter the SUV segment with an all new product which can compete globally. Since M & M didn't have the know-how of making a new age product, they devised a whole new concept among Indian auto companies. For their growth, the company roped in new executives such as Dr. Pawan Goenka and Alan Durante who have worked in this industry in western countries. The company broke the rule that says automakers must design, engineer and test their own vehicles spending millions of dollars in the process. The new Mahindra Scorpio SUV had all of its major systems designed directly by suppliers with the only input from Mahindra being design, performance specifications and program cost. Design and engineering of systems was done by suppliers, as was testing, validation and materials selection. Sourcing and engineering locations were also chosen by suppliers. The parts were later to be assembled in a Mahindra plant under the badge of Mahindra (as Mahindra is a well known brand among Indian in the MUV segment). The company built a brand-new vehicle with virtually 100 percent

supplier involvement from concept to reality for $120 million, including improvements to the plant. The product took 5 years to materialise from a concept to the final product. In April 2006, the company launched an upgraded Scorpio dubbing it the 'AllNew' Scorpio. In June 2007, Mahindra launched a pick-up version in India known as the Scorpio Getaway. Exports

Mahindra Scorpio Pik Up (Getaway)

Popular Media

The Scorpio was also used in the 2008 Academy Award film Slumdog Millionaire. In one of its previous appearances in films, it was seen being outraced by Shah Rukh Khan in an ordinary cycle rickshaw in Farah Khan's 2004 bollywood super hit movie Main Hoon Naa. Safety A new Mahindra Pick-Up model being introduced to Australia mid-09 will have additional safety features to the current model, such as ABS Brakes and Airbags which should elevate its rating to a minimum of 3 stars from the current 2 star ANCAP rating. Future Soon after the success of the Scorpio, Mahindra launched an upgraded Scorpio with plush seats and rear centre arm rest, dual tone exterior colour and various minor changes. At Auto Expo 2006, Delhi, Mahindra showcased their future plans on the Scorpio model by showcasing a Hybrid Scorpio with CRDe engine and a Scorpio based on a pick-up truck. The Hybrid, the first such vehicle developed in India was developed by Arun Jaura, a former Ford employee. His senior, Dr. Pawan Goenka, a former GM engineer currently heads Mahindra's automotive division and looks after the overall Scorpio project. M&M today, 30th Nov 2007, launched a teaser campaign for the new model of Scorpio named m_Hawk on their official. On April 14, 2008, Mahindra revealed a concept of a diesel-electric hybrid version of their Scorpio SUV at the 2008 SAE World Congress. 21st Sep 2008 Mahindra launched latest Scorpio with 6 speed auto transmission gears. The Automotive Sector is the market leader in utility vehicles in India since inception and currently accounts for about half of Indias market for utility vehicles with a product portfolio that ranges from rugged, mass-transport utility vehicles to personal segment sports utility vehicles like the Scorpio. In scorpio various models are like this Scorpio- M2Di Scorpio- LX Scorpio -SLE Scorpio -VLX Scorpio VLX - (AT)

MODELS OF SCORPIO Model Variants M2DI LX Refresh SLE Refresh VLX Refresh VLX (AT) Refresh SPECIFICATIONS OF SCORPIO: Dimensions & Weights Overall length, mm Overall width, mm Overall height, mm Wheel base, mm Fuel Tank Capacity Turning Circle Radius Max. GVW Engine Type Cubic Capacity LX SLE VLX VLX(AT) Ex-showroom Price (Rs.) 6,87,843 7,34,773 8,,33,773 9,33,773 10,12,773

4495 (with open footstep) 1817 (excluding outside mirrors) 1975 2680 60 ltrs 5.6 m for 2 WD 2510 kg for 2 WD,2610 kg for 4 WD Type SZ CRDe4 stroke, Turbo-charged, Top mounted intercooled,Mhawk CRDe,4 stock,Intercooled, DI,Common Rail Diesel Engine. 2179 cc

Max. Gross Power Max. Gross Torque Suspensions Front

120 bhp (86.7 kW) at 4000 rpm 290 Nm at 1800-2800 rpm 2 WD Independent, Coil Spring, Anti Roll Bar,4 WD Independent, Torsion Bar

Rear Brakes Front Brakes Rear Brakes Wheels & Tyres Wheels Tyres Gear Box Gear Box Tyres Tyres

Multi link,Coil spring Front disc,Rear Drum,Disc and Caliper Type, Twinpot & Tandem Booster with ABS Drum Type

Rim Size 6J x 15 P 215 / 75 R 15 Radial 5 Speed Manual /6Speed Manual P 235/70 R16,Radial Tubeless

FEATURES AND VARIANTS OF MAHINDRA SCORPIO TECHNOLOGY Mhawk engine Micro hybrid tec 2 DIN music system Rain sensor Voice assist system Electrical operated ORVMs 5-zone cushion suspension LX Y _ _ _ _ _ Y SLE Y _ _ _ Y Y Y VLX Y Y Y Y Y Y Y VLX(AT) Y _ Y Y Y Y Y

SAFETY Collapsible steering coloum & side intrusion beams Crash protection crumple zone & child locks Fire retardant upholstery Tubeless tyres Anti-lock braking system(ABS)

LX Y Y Y Y _

SLE Y Y Y Y Y

VLX Y Y Y Y Y

VLX (AT) Y Y Y Y Y

STYLE Alloy wheel AIR dams & mud flaps Illuminated spoiler Roof top ski- racks Full wheel caps Cladding Sporty bonnet scoop COMFORT

LX _ _ Y Y _ _ _ _

SLE _ Y Y Y Y coloured

VLX Y Y Y Y _ coloured Y

VLX (AT) Y Y Y Y _ Coloured Y VLX (AT) Y Y Y Y Y Y Y

LX _ _ _ Y Y _ _

SLE Y Y Y Y Y Y Y

VLX Y Y Y Y Y Y Y

Middle row sliding seat(only in 3seater) Central armrest on 2nd row seat Individuall armrest on 1st row seat Tiltable steering Heating ventilation & ac with rear vents Electrically operated ORVMs Swivel interior lamp

CONVENIENCE Power steering Power window Central locking Specially designed spaces for storage on central bezel,ip & console Air extractor Mobile charging facility for the middle and front seats Intelligent front wiper Rear wash & wipe Side step Headlamp levelling switch & fuel lid opener

LX Y Y Y Y Y Y _ _ Y Y

SLE Y Y Y Y Y Y _ Y Y Y

VLX Y Y Y Y Y Y Y Y Y Y

VLX (AT) Y Y Y Y Y Y Y Y Y Y

(3) MAHINDRA XYLO

Mahindra has recently launched the Xylo, perhaps the most complete car with luxury comforts to enter the Indian market with everything that todays sedans offer and much more. Available at 57 select Mahindra dealerships in January and another 44 dealerships from February, the XYLO price range starts at Rs. 6,24,500. While the world-class Scorpio (declared to be the Car of the Year by CNBC Autocar, BBC Wheels and Business Standard Motoring) is the Automotive Sectors current flagship, it has many more products that have made it popular with individuals and institutions in India and the world. The Automotive Sector of the Mahindra Group is currently present in the multi-utility vehicle, light commercial vehicle and three-wheeler segments. Now, with its joint ventures, it will have a presence in the passenger car and the medium and heavy commercial vehicle segments too.

FEATURES OF MAHINDRA XYLO

FEATURES E8 E6 E4 E2 Ski rack Yes(opt) Outside rear Electric(body Electric(body Stalk(black) Stalk(black) view mirror coloured) coloured) Fog lamps Y Y Rear fog Y Y lamps Wheel covers Y-ALLOY Y-caps Y-caps No-silver / alloys painted Handles & outside rear Coloured coloured uncoloured Uncoloured View mirrors & footstep end caps Rear wash & Y Y Y Y wiper(rear wiper) Comfort & conveniences HVA Y Y Y Y Surround Y Y Y Y cool dual ACs Power Y Y Y Y steering Puddle lamp Y Y on front & rear door Keyless entry Y Y Y Central Y Y Y Y locking Illumination Y Y Y Y ring Power Y Y Y Y window SWOT Analysis

Strengths: Trust people are having in the brand name Mahindra motors. Strong relationship with dealers.

 Number of authorized service stations is in good number than that of competitors. Product is based on M-HAWK and CRDe engine which are already successfully running on roads. Most of the market is credit driven so, easy finance provided by Mahindra Motors (Mahindra finance) itself and others is an edge over competitors. Stylish when compared to Tatas product. More spacious than Tatas product. Safer than Tatas product. The size of fuel cylinder is large. Therefore, to go less number of times to a petrol pump for filling.

Weaknesses: Dealers are selling vehicles at different prices in a single city. Changing of original parts by dealers. Types of MRF are used. MRF is not having a very good claim processing system. Claim processing is carried out only twice a week. Average is less than that of Tatas product. Maintenance cost is high. Vehicle is out of the reach of middle class because initial starting price of Mahindra sports utility vehicle is above 4 lakhs. Rising cost of raw materials resulting in low margins. Therefore discounts cant be offered. Opportunities: Improving road infrastructure. Standard of living of country people are improving day by day because of increasing per capita income, so there is a chance of spreading the business in every nook and corner of the city. Lenient norms for generation of permits.

Threats: Demand contraction due to market upheaval. Strong presence of Tatas product, Marutis product

Training at Mahindra and Mahindra Motors

The main objective of the Winter training at Mahindra and Mahindra motors was to conduct a market research, and to suggest some data backed recommendations which on implication should provide the results desired by the company. Apart from the research work Mahindra and Mahindra motors gave me a valuable opportunity by making me aware to the current competitive word. Along with the research my responsibility also included, making the customer aware of the product that is SCORPIO M-hawk and Mahindra XYLO. In the process of this I also managed the sales and marketing of the product. For this first the target customers were identified, which were mainly hospitals, manufacturing firms, schools and all the other organizations where there could have be a possible requirement of the vehicle. Next, their mail address were attained via using internet and a self prepared mailer (letter including key features and strengths of the vehicle) along with the brochure of the vehicles was send to them by post. Tele calling was done, as the next step, to those organizations where the mailers were sent and the requirement of the vehicle was checked, along with this their opinion about the product were also taken. A database of all such calls was made and the customers who were interested in buying, as well as those who could be convinced, were sorted out of the list. Then appointments were fixed with those people and product demos were given to them, so as to satisfy the slightest of the query, if they had any. And then these customers list were given to the sales persons of the dealer, for further processes.

To perform all this, a complete knowledge of the product was required as well as the complete knowledge of the competitor products was a must for having an edge, so as to convince the customer. To understand the rival products and their marketing strategy, I did mystery shopping with all the other competitors dealers as a customer. This provided me with the complete information and the correct marketing techniques to convince customers to by my product of Mahindra and Mahindra. To enhance my knowledge about Scorpio and Xylo personally also met few customers which were already having winger, and took the product feedback (one such is attached in appendix). This gave me the exact position of my product and I got to know certain other points on which I can convince the customers, which previously I was not aware of. I am glad that I received a chance to have this kind of learning experience. Mahindra and Mahindra motors has thought me a lot, I practically experienced various concept of marketing and human resource and above that I experience those concepts which are neither thought in classes nor written in book. To know them one has to stand in the market, and Mahindra motors gave that very opportunity to stand in the market and to learn. I am determined to carry these learning forwards and apply them to the organizations; I will be associated in future.

LESSONS IN PRIYADERSHI PVT. LTD. RELATED TO CUSTOMERS (MAHINDRA AND MAHINDRA MOTORS PVT. LTD.) 1. Always show the customer that he is benefited and try to give them good and healthy service in the organization. 2. Always show the customer that you are solving his queries related to the product fast and in a short period of time. 3. Every stair has its limit .The levels of management are like stairs .If you are unable to solve the quarries or problems of the customer just shift it to your seniors or the person sitting above you.

4. Tell the attributes of the product in a simple and understandable way. They must be aware about each and every attributes of the products .Frankly speaking give your best dealing with your potential customer. 5. Always try to convince your customer so that you can stop them to shift to others.

CUSTOMER HANDLING IN PRIYADARSHI MOTORS PVT.LTD. 1. Firstly customers are allowed to sit in customer lounge. 2. Then they are offered water and tea. 3. After that a sales executive starts interacting with the customer and on the basis of his demand the sales executive makes him aware of the attributes of that demanded product or vehicle. 4. After that the customer had to fill the CDIF which stands for customer detail inquiry form. 5. This for includes all the details related to the customer-name, fathers name, address, contact number and other information. 6. It also includes the follow up part in which you have to write down the response given by the customer when you interact with them. 7. This form also includes the customers remark which is given after your observation on the first meet with them. 8. After the filling of CDIF vehicle order taking form are filled .if the customer needs the quotation of a particular model then it is provided by the sales executive. A product to be successful in the market needs the prospective customers to be aware of the product. Consumer awareness about their products is the companys one of the primary objective which makes the company to end up at advertising. They invest a lot of money in creating consumer awareness about their newly launched and existing products.

Objective
Its always better to start your search with a pre-defined objective, rather than beating around the bush. An objective will give you a direction to work upon and proceed your further research. Therefore, my project has in basic to objective To do comparative analysis of various products of Mahindra and Mahindra with their product features and market demand. To study the consumer awareness about the various products of Mahindra and Mahindra with the corporate clients, in Patna City. To study the customer handling way of in priyadershi motors pvt ltd. To study the after sales services given by Mahindra and Mahindra to their customers. The way of convincing the potential customers. To study the leadership and decision making way of sales manager in the franchise of Mahindra and Mahindra motors. To study the buyers sellers relation.

Research Methodology
Research methodology: According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures Research Design

A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data .It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Research & Development: Research provides the much-needed inspiration for the birth of new ideas, which in turn breathes new life into products. World-class automotive research and development are key factors that contribute to the leadership of the Company. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected.

Population In my research, I have defined my population as a complete set of customers of Patna City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints.

Sample Unit In this survey I took the list of customers from the dealers of Mahindra and Mahindra Motors in Patna City. Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Mahindra and Mahindra Motors in Patna city. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

Data analysis and interpretations Large volumes of raw data were collected through questionnaires in my research study. This raw data has been further converted into significant statistical information before further interpretation so that I can answer my research objective well.

The collected raw data was then edited and coded by the researchers to eliminate errors and to assign data to pertinent categories. The data was then tabulated and presented with the help of bar diagrams and pie charts.

The research problem:

The problem formulation is the first step to a successful research process. The project undertakes the problem of analyzing the brand awareness and market potential of the various product of Mahindra and Mahindra. The problem deal in the project is to explore the unnoticed opportunities those exist in the market.

The research objective:

To identify the effect of various product of Mahindra and Mahindra.on minds of the targeted segment. Customers preferences, buying attitude and the product image of various product of Mahindra and Mahindra. To identify the potential customers for various product of Mahindra and Mahindra.. To check their awareness about the product. To check the market communications efficiency of various product of Mahindra and Mahindra.. To check which vehicle is the major competitor in segment targeted and devise a promotional strategy to position various product of Mahindra and Mahindra in the market mainly in the Patna city.

The research design:

The research design used in the project is Exploratory Design.

The investigation is carried upon the organizations of the Patna city. The reason for choosing this design is to get responses from the customers so that the company could discover new ideas trough their response.

The data source:

The source of the data has been according to the segment which mainly includes interviews of owners or decision makers of the families with the help of pre drafted questionnaire. Interview method was more preferred in the collection of data.

The area of work:

The field work was conducted in the Patna city only. The people of each location were explored and the area covered were mainly Danapur cantt, Bali road,, Shastri Nagar, Kankarbagh , Maner, Vijaynagar, Jagdeo path and Rajendra nagar.

Data collection method:

This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Priyadershi Motors pvt.ltd.. I chose a sample of about 30 corporate customers around the Danapur (Patna) City from which I can get the instant information of whose analysis will give me the desired outcome of my research project. I had collected some data from the secondary sources like published Company documents, internet etc.

The data collection method used is primary data source. It was done by collection of information from the respondents by me. The method of gathering information is

 Survey Method i.e. through structured questionnaire Observation

The analytical tool used:

The analytical tool used is the I.T. statistical tool Micro Soft Excel. The analysis is done by using charts, tables and graphs.

The sample size and design:

The sample size consists of 30 people. The sample design was purposely chosen as convenience sample design. In this kind of research of making people aware of the various product of Mahindra and Mahindra. The tempo stands were visited and the customer visiting the showroom were interviewed to identify the potential of various product of Mahindra and Mahindra. as public transportation.

Limitations of the survey:

Though, best efforts have been made to make the study fair, transparent and error free, yet there might be some inevitable and inherent limitations. Although outright measures are undertaken, to make the report most accurate, some inadvertent errors might have crept in and suggestions to improve or eliminate the same are most welcome. The limitations of the survey are narrated below: The project is valid for the predefined area of work (Patna city) only. There may be some biased response from the respondents. Some respondents did not provide the full data. Due to different RTO norms of Patna as well as Bihar, the response of people might differ from those of other cities and states, if any.

MAHINDRA & MAHINDRA LTD J.J Complex,Boaring Road,Patna CUSTOMER ENGAGEMENT:LISTING QUESTIONNAIRE
Respondent Name... Address: OccupationMobile no: Nearest landmark:... (1): Owning a sporty utility vehicle Ans. CATEGORY YES NO NO.OF RESPONDENT 30 00 Sample size = 30 PER(%) 100% 00%

3 0 2 5 2 0 1 5 1 0 5 0 NO.OF RES ONDENT P Y ES NO

DATA INTERPRETATION In this customer survey every customer had vehicle

(2): Vehicle owned by respondent :Ans. VEHICLE Mahindra Toyota Maruti Ford Honda Chevrolet Skoda Hyundai Tata GM
12 10 8 6 4 2 0 NO.OFR POND ES ENT

Sample size = 30 NO.OF RESPONDENT Percentage% 08 26.5% 01 3.4% 12 40% 01 3.4% 01 3.4% 00 00% 01 3.4% 01 3.4% 05 16.5% 00 00%
Mahindra Toyota Maruti F ord H onda C hevrolet S koda H yundai Tata GM

DATA INTERPRETATION In the current market survey I had analyzed that 26 % of respondent have Mahindra vehicle. The maximum number of respondent is of Maruti (40%) which is near about double of Mahindra. On second rank Tata is there with approx 17 % of respondents.

(3) Purchase the vehicle for the first time :Ans. CATEGORY YES NO
25 20 15 10 5 0 NO.OFR POND ES ENT Y ES NO

Sample size = 30 NO.OF RESPONDENT 21 09 PERCENTAGE (%) 70% 30%

DATA INTERPRETATION In the current market survey I had analyzed that 70% of respondent have purchased vehicle first time. it was so because of increasing income , affordable price, comfort ,raising standard of living and other reasons.

(4)You had replaced or buyed a vehicle :Ans. CATEGORY 0-3 YEARS 3-6 YEARS 6 YEARS NO. OF RESPONDENTS 18 09 03 Sample size =30 PERCENTAGE (%) 60% 30% 10%

18 16 14 12 10 8 6 4 2 0

Y S EAR Y S EAR Y S EAR

0-3 3-6 6

N OFR PON O. ES DEN TS

DATA INTERPRETATION In the current market survey I had analyzed that most of the respondent (about 60%) had replaced or purchased a vehicle within 3 years.

(5) Bought a vehicle because of :Ans. Sample size = 30 CATEGORY Increase in disposable income Reduced risk of accidents Family needs Increase in family size Suit your life style & personality Others NO. OF PERCENTAGE(%) RESPONDENTS 03 00 17 04 06 00 10 % 00 % 56.6 % 13.4 % 20 % 00 %

18 16 14 12 10 8 6 4 2 0 NO. OFR POND ES ENTS

Increas in dis able e pos incom e R educed ris of k accidents F ily needs am Increas in fam e ily s e iz S your life s uit tyle & pers onality Others

DATA INTERPRETATION In the current market survey I had analyzed that approx 57 % of the respondents had purchased the vehicle because of family need. About 20 % of people had purchased the vehicle because of their life style and personality and approx 14 % because of big family size.

(6) Buyed existing vehicle :Ans. Sample size = 30 CATEGORY Affordable price Comfort Value of money After sales service Technical superiority over comp. Manufactures image Safety Other
12 10 8 6 4 2 0

NO.OF RESPONDENT 06 12 01 07 00 00 04 00

PERCENTAGE(%) 20 % 40 % 3.3 % 23.3 % 00 % 00 % 13.3 % 00 %

Affordable price C fort om V alue of m oney After s aless ervice Technical s uperiority over com p. Manufacturesim e ag S afety

NO.OFR POND ES ENT

Other

DATA INTERPRETATION In the current market survey I had analyzed that approx 40 % of the respondents had purchased the vehicle because of comfort. About 23 % of people had purchased the vehicle because of good after sales services and 20 % because of affordable price.

(7). Advice given to purchase vehicle :Ans. CATEGORY Friends Family members Car owners Automobile expert Dealers Any other NO. OF RESPONDENT 08 12 03 03 04 00 Sample size =30 PERCENTAGE (%) 26.6 % 40 % 10 % 10 % 13.4 % 00 %

12 10 8 6 4 2 0 owners

F riends

Fm a ily m bers em Cr a

Autom ile exp ob ert NO. OFR S OND NT EP E D ealers

DATA INTERPRETATION In the current market survey I had analyzed that approxother of the respondents 40 % had purchased the vehicle because of family members advise. About 27 % of people had purchased the vehicle because of friends advice and 14 % because of dealers advice.

Any

(8) Major decision maker in family for buying the vehicle :Ans... CATEGORY Parents Spouse Self Children Everybody
14 12 10 8 6 4 2 0 NO. OFR POND ES ENT Parents S pous e S elf C hildren Everybody

NO.OF RESPONDENT 08 04 14 02 02

PERCENTAGE (%) 26.7 % 13.4 % 46.7 % 6.6 % 6.6 %

DATA INTERPRETATION In this market survey I had analyzed that in most of the family, decision regarding vehicle are taken by the customer himself .About 27 % decisions are taken by parents or we can say head of the family.

(9 Sources of information about various vehicles in the market :Ans.. Sample size =30 SOURCES Newspapers & magazines Television Words of mouth publicity Dealers Test drives and promotional comp. Others
14 12 10 8 6 4 2 0 NO.OFR PON ENT ES D Words of m outh publicity Dealers Test drives and prom otional com p. Others

NO.OF PERCENTAGE(%) RESPONDENT 06 20 % 13 43.3 % 05 16.6 % 03 10 % 01 3.3 % 02 6.6 %

Newspapers & m azines ag Television

DATA INTERPRETATION In this market survey I had analyzed that the source of information to collect the information about various vehicles in the market is the source of television which is near about 43.3 % and on second rank is newspaper and magazines which is near about 20 %.

(10) Sources of finance of existing vehicle :Ans.. SOURCES Personal resources Bank loans Company loan Financial institution Others Sample size =30 NO.OF PERCENTAGE(%) RESPONDENT 14 46.7 % 09 30 % 03 10 % 03 10 % 01 3.3 %

14 12 10 8 6 4 2 0 NO.OFRE P S OND NT E

P onal ers res ources Bank loans C pa om ny loan F inancial ins titution Others

DATA INTERPRETATION In this market survey we came to know that about 47 % of financing done by customers are by their personal resources.the percentage of bank loan for source of finance is 30 % and that of company loans is 10 %.

(11) Buying sports utility vehicles these days :-

Ans.. CATEGORY Maneuverability in traffic condition Self esteem Looks Comfort

14 12 10 8 6 4 2 0 NO. OFRE P S OND NT E

Sample size =30 NO.OF PERCENTAGE RESPONDENT (%) 02 6.6 % 03 10 % 12 40 % 13 43.4 %

Ma neuvera bility in tra cond ffic ition S elf es teem L ooks

C fort om

DATA INTERPRETATION In this market survey we came to know that about 43.4 % people buy SUVs because of comfort. Near about 40 % because of looks and 10 % because of self esteem.

(12) Warranty and safety standards important in buying behaviour :Ans.. CATEGORY YES NO Sample size =30 NO.OF RESPONDENT PERCENTAGE (%) 27 90 % 03 10 %

30 25 20 15 10 5 0 N O.OFR PON ES DEN T Y ES N O

DATA INTERPRETATION In this current market survey I had analyzed that 90 % person purchase sports utility vehicle because of safety and warranty.

(13) The best after sales services :Ans.. VEHICLE Mahindra Toyota Maruti Ford Honda Chevrolet Skoda Hyundai Tata Sample size = 30 PERCENTAGE NO.OF RESPONDENT (%) 11 36.9 % 01 3.3 % 07 23.4 % 02 6.6 % 02 6.6 % 01 3.3 % 02 6.6 % 01 3.3 % 02 6.6 %

GM
12 10 8 6 4 2 0

01

3.3 %
Mahindra Toyota Maruti F ord H onda C hevrolet S koda H yundai Tata GM

NO. OFR POND ES ENT

DATA INTERPRETATION In this current market survey I had analyzed that most of the customers are satisfied with the after sales service of Mahindra (its about 36.9%) and on second rank is Maruti(its about 23.4 %).

(14). In future vehicle preferred first :Ans.. VEHICLE Mahindra Toyota Maruti Ford Honda Chevrolet Skoda Hyundai Sample size = 30 NO. OF PERCENTAGE RESPONDENT (%) 11 36.7 % 06 20 % 02 6.7 % 03 10 % 02 6.7 % 01 3.3 % 01 3.3 % 03 10 %

Tata GM
12 10 8 6 4 2 0

01 00

3.3 % 00%
Mah d in ra Toyota Maru ti Ford Hon a d C evrolet h S a kod Hyu d n ai Tata GM

NO. OF RES ONDENT P

DATA INTERPRETATION In this current market survey I had analyzed that in future approx 37 % of the customer want to go with Mahindra and 20 % customers preferred Toyota that means there is a tuff competition between both of this brand. DATE SIGNATURE.

FINDINGS
It was a great experience to accomplish this project which gave us a lot of information about the MAHINDRAs brand image and the customers awareness and the satisfaction level of them towards its products. These findings are as follows:Almost all the business persons, leaders, army retired persons, some schools purchased Mahindras products because of the following reasons. (1) Providing transportation facility In this category it was found that most of the people purchase Mahindra the purpose of business and transportation. for

(2) Increase in disposable income It was analyzed that most of the customer demanded Mahindras product because of increase in their disposable income or in other words you can say because of increase in their purchasing power. (3) Reduced risk of accidents Risk and uncertainty is always there when you are travelling on road, so to reduce risk of accident most of the customer purchased Mahindras product. (4) Family needs It was analyzed that most of the customer demanded Mahindras product because of family needs. (5) Increase in family size Because of increase in family size people purchase SUVs. (6) Suit your life style & personality Riding on a vehicle higher our dignity and also changes our life style and personality because of this also people demand SUVs. (7) Security and safety Risk and uncertainty is always there when you are travelling on road, so to reduce risk of accident most of the customer purchased Mahindras product.

CONCLUSIONS It was a great experience to accomplish this project which gave us a lot of information about the MAHINDRAs brand image and the customers awareness and the satisfaction level of them towards its products. The whole training comprises of following activities:-

Getting familiar with the products of Mahindra in SUVs range through the study of brochures.

 Getting some basic technical knowledge about the vehicles and their parts, basically about the engine and internal features of various sports utility vehicles under MAHINDRA motors. Forward & backward level of information gathering. Understanding of the buying or purchasing behavior of customers. Visiting the different towns of Patna city to promote the product. Gathering the information through questionnaires. Identifying the potential financier. Contacting the customers again to influence them to buy the product by providing commercial loan. Sales of the product with the help of dealership.

SUGGESTIONS On the basis of the whole study and all the observations, I have tried to find some ways which would be helpful to increase the sale of the product. As far as I think, to sell various company products the company must focus on its target customer who is the concerned person of the management of the family,schools,collages,leaders,retired persons, business persons and there are only two ways by which they can be influenced. These two ways are: Influence them directly Make them compulsive to buy various company products the company by some indirect pressure

There are following ways by which Mahindra motors can influence them directly:1. By running various campaigns inviting the school-collages

managements,family,business persons management to come up and be familiar with the product. 2. Company can organize any sort of test driving facilities or road shows so that people can be aware of various vehicles under Mahindra and Mahindra. 3. There should be a regular visit in the institutions and customers who had already purchased the company products, so that the customers should remain in touch with the company. 4. There should be free company products service campaign in different areas of city 5. Mahindra should sponsor some charity shows, NGOs, schools-collages to make the people more aware about the products attributes and ranges.

Recommendations
Mahindra and Mahindra Motors is a company which is maestro in its field, but there are some recommendations which I will like to give to even perform it better. This project was about to study the customer orientation toward various vehicles of Mahindra and Mahindra motors, many of the customers complained about the mileage given by Scorpio is quite less than that of Tata

safari. The mileage given by that of Mahindra Scorpio is 12.3km/lit and that of Tata safari is 13.3 km/lit. The customers who use this car for their business purpose get effected by this shortcoming. So for this case they prefer Maruti-Alto belonging to the same price range as the price of petrol is also shooting up. Many customers complained about the advertisement shown for Mahindra XYLO, which they called to be a confusing one. The advertisement didnt showed clearly all the features of the car, rather it showed the external look of that vehicle .It doesnt shows the internal look of the vehicle.

Annexure
CUSTOMER ENGAGEMENT:LISTING QUESTIONNAIRE
Respondent Name... Address: OccupationMobile no: Nearest landmark:...

QUES(1): Do you own a sporty utility vehicle? (a) YES (b) NO

QUES(2): If yes, which vehicle do you own? (a)Mahindra (c) Maruti (e) Honda (g)Skoda (i)Tata (b) Toyota (d) Ford (f) Chevrolet (h) Hyundai (j) GM

QUES (3) Have you purchase the vehicle for the first time?

(a) Yes (b) No

QUES (4) When do you replace or you buy a vehicles? (a) 0-3 years (b) 3-6 years (c) 6 years &

QUES (5) You bought a vehicle because of: (a) Increase in disposable income (b) Reduced risk of accidents (c) Family needs (d) Increase in family size (e) Suit your life style & personality (f) Others QUES (6) You decide to buy your existing vehicle because of (rate best factors ) (a) Affordable price (b) Comfort (c) Value of money (d) After sales service (e) Technical superiority over competition (f) Manufactures image (g) Safety (h) Other QUES (7): You sought advice from the following before deciding about which vehicle to buy? (a) Friends (b) Family members (c) Car owners (d) Automobile expert (e) Dealers (f) Any other

QUE (8) Major decision maker in your family for buying the vehicle will be (a) Parents (b) Spouse (c) Self (d) Children (e) Everybody

QUE (9) What sources of information you looked out for in order to gather area above various vehicles in the market? (a) Newspapers & magazines (b) Television (c)Words of mouth publicity (d) Dealers (e)Test drives and promotional companies (f) Others QUE (10) Sources of finance of your existing vehicle was(a) Personal resources (b) Bank loans (c) Company loan (d) Financial institution (e) Others QUE (11) Why do you think people are buying sports utility vehicles these days? (a) Maneuverability in traffic condition (b) Self esteem (c) Looks (d) Comfort

QUE (12) Are warranty and safety standards important in your decision for buying a vehicle? (a) YES (b) NO

QUE (13) Which company in your opinion is giving the best after sales services? (a) Mahindra (b) Toyota (c) Maruti (d) Ford (e) Honda (f) Chevrolet (g) Skoda (h) Hyundai QUES (14) If you have some options in future then which company vehicle would you prefer first? (a)Mahindra (b)Toyota (c) Maruti (d) Ford (e) Honda (f) Chevrolet (g)Skoda (h) Hyundai (i)Tata (j)GM

DATE .. SIGNATURE

Bibliography

http://carsinindia.com http://ir.mahindra and mahindra.com http://www.mouthshut.com/product-reviews/mahindra and Mahindra html http://www.carwale.com/Research/chooseCarsForComparison.aspx

Reference books Market research-MR.SWAPNIL PATIL and

 Principle of Marketing- Phillip kotlar