Вы находитесь на странице: 1из 58




Comparative Study of MAHINDRA GENSET With Other Brands

Submitted To: Dr. V.N.Chaudhary (Co-Ordinator Academics) LBSIMT, Bareilly

Under the guidance of: Mr. Aashim Ahuja (Perfect Generator Technologies Pvt. Ltd.)

As no task is a single mans effort, various factors situation and persons are integrated to prove the background for the accomplishment of a task. There was a time when the goal seemed to be out of my reach. But as work progressed, my determination and the willpower grew stronger and the completion of this work further confirmed my belief that where there is a will there is a way.

I am grateful to Mr. Aashim Ahuja (Perfect Generator Technologies (P) Ltd., Ghaziabad) for allowing me to undergo this project. I am much indebted to my project guide Ms. Swati Gupta for her incessant inspiration and her guidance without which this project would have been like a rudderless boat. Well to put in a nutshell, without her guidance and support this project would have been futile. I also express my sincere thank to all the LBSIMT faculty members.

This project report has been prepared as per the requirement of the syllabus of PGDM course structure under which the students are required to undertake industrial internship. I took my training at Perfect Generator Technologies (P) Ltd., OEM Mahindra & Mahindra Ltd. at its branch office in Bareilly. My job during the training was to get an overview of the Generator market of Bareilly. It was a first hand experience for me as that I was exposed to the professional set-up and were facing the market, which was really a great experience. During training period, I had very touching experiences. When business is involved, experiences counts a lot, as we know, experience are an instrument, which leads towards success. As we all know working with Mahindra & Mahindra Ltd. has been a pleasure. Now I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.

4 Introduction of Mahindra
Few groups can identify as closely with India's destiny and industrial progress as the Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around the same time, had the same aspirations and both experienced the inevitable troughs and crests in the journey towards their goals. And both continue to march on the path to progress and global recognition. The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads? Swift action followed this thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed & on October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling Jeeps from Willys, USA. Two years later, India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan. Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 6.3 billion dollars. Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged penetration into the global arena. Its spirit can be encapsulated in the words of the poet Robert Frost, a favourite of India's first Prime Minister, Pandit Jawaharlal Nehru: "The woods are lovely, dark and deep, But I have promises to keep, And miles to go before I sleep, And miles to go before I sleep."

5 The Mahindra family

J.C. & K.C. Mahindra
J.C. & K.C. Mahindra, the founders of the Mahindra Group, had the same ambition: to prove to themselves and the world that Indians were capable of being the best at whatever they chose to do. Accordingly, they gave up their professional careers at TISCO and Martin Burn respectively, and risked becoming entrepreneurs by setting up their own company: Mahindra & Mahindra.

J.C. Mahindra

It was under their inspiring leadership that Mahindra & Mahindra made the first indigenous Jeep in the country in 1949. Their innovative spirit also showed during the days when the Company was the leading importer of steel in the country. J.C. & K.C. Mahindra had to persuade the Indian Government to buy French rails for the fledgling Indian Railways because they felt that the British specifications were obsolete and not the best suited. To convince government officials of the superiority of the French product, they laid down a short length of rail line with French rails and invited the government authorities for a ride. During the journey, chilled champagne was served in glasses filled to the brim. Legend has it that the train raced along, but not a single drop of champagne was spilled, so smooth were the French rails. Needless to say, they made their point. Interestingly, J.C. & K.C. Mahindra believed in globalisation decades before it had become a buzzword. Even in the fifties, the Company had British and German engineers on its rolls, and international tie-ups with Mitsubishi, Willys, Perrine and Chrysler. Every venture they set up delivered satisfactory financial results and their company, Mahindra & Mahindra, has grown into one of India's largest corporate groups. Even today the Group is driven by the same vision that drove them then.

K.C. Mahindra

Keshub 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 channelising 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 Sachar 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 tions: the following organiza-

Chairman of Mahindra Ugine Steel Co. 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, Indian Institute for Human Settlements and Prudential Management & Services Pvt. Ltd.

He is a member of the following organisations & committees: 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 Deputy Chairman & Trustee Employers Federation of India, Social & Labour Research (SOLAR) Foundation. 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 Member, The United World Colleges (International) U. K.

Positions held by Mr. Keshub Mahindra: A Timeline 1966-67 President of Bombay Chamber of Commerce & Industry 1969-70 President of ASSOCHAM 1991-92 President of Indo-American Society 1978-95 President of M.V.I.R.D.C. - World Trade Centre 1975-85 Chairman of Indian Institute of Management, Ahmedabad 1971-75 Chairman of Housing & Urban Development Corporation Limited 1984-89 Member of the Foundation Board - International Management Institute, Geneva 1986-96 Hon. Member, Business Advisory Council - International Finance Corporation, Washington 1983-97 Member, International Council - Asia Society, New York 1998-2005 Chairman, India Nominating Committee 'Single Nation Programme', Eisenhower Exchange Fellowships, USA 2004-2010 Member of Prime Ministers Council on Trade & Industry, New Delhi

Spearheading social causes: Chairman - Mahindra Foundation Chairman, Board of Trustees - Population First Member, Governing Board - United Way of Mumbai Member of the International Advisory Board of University of Pennsylvania, Center for the Advanced Study of India, Philadelphia Vice President - National Society for Clean Cities Member, Governing Board Bombay First Chairman and Founder Trustee - Bombay City Policy Research Foundation Chairman - Bombay First, Health & Environment Committee Chairman & Trustee - K.C. Mahindra Education Trust Hon. Member - Rotary Club of Bombay Member of the Governing Body of HelpAge India from 2000-2004 Member of the Board of Governors of Bharat Shiksha Kosh from 2002-2005 Director of Pratham India Education Initiative from 2003-2008

Recipient of the following prestigious awards: 1987 Chevalier De La Legion D'honneur 1985 Companion - British Institute of Management 1972-82 Giants International Business Leadership Award 1980 NIF-Mody Enterprises Man of the Year Award 1983 Madras Management Association Business Leadership Award 1989 Business India - Businessman of the Year, India 1990 Honorary Fellowship of All India Management Association 1992 Rotary Award for Vocational Excellence 1992 Shiromani Award 1993 Vikas Jyoti Award for Outstanding Services, Contribution & Achievements 1994 FIE Foundation - Rashtra Bhushan Award 1994 The Sir Jehangir Ghandy Medal for Industrial Peace - XLRI, Jamshedpur 1996 Rotary Vocational Excellence Award in the field of Industry 1998 IMC Diamond Jubilee Endowment Trust Award 2000 Motorindia Automan Award 2000 Dadabhai Naoroji International Award for Excellence & Lifetime Achievement 2003 All India Management Association Lifetime Achievement Award for Management 2004 Award from Overdrive for Excellence in the Indian Automotive Hall of Pride

2004 Institute of Company Secretaries of India (ICSI) Lifetime Achievement Award for Excellence in Corporate Governance 2005 Qimpro Platinum Standard - Statesman for Quality - Business Award 2006 Lakshya Business Visionary Award - NITIE 2007 Indian Business School (IBS) Kolkata Lifetime Achievement Award presented by the Institute of Chartered Financial Analysts of India (ICFAI). 2007 Ernst & Young Entrepreneur of the Year Lifetime Achievement Award. 2008 Society of Indian Automobile Manifacturers (SIAM) Award for Lifetime Contribution to the Automotive Industry. 2009 CNBC TV 18 India Business Leaders Lifetime Achievement Award 2008 2009 ACMA Lifetime Achievement Award 2009 Economic Times Lifetime Achievement Award


Anand G. Mahindra

BRIEF CAREER HISTORY OF MR. ANAND G. MAHINDRA Mr. Anand G. Mahindra, Vice Chairman and Managing Director of Mahindra & Mahindra Ltd. the flagship company of the US $6.3 billion Mahindra Group, which is among the top 10 industrial houses in India - graduated from Harvard College, Cambridge, Massachusetts, Magna cum Laude. In 1981 he secured an MBA degree from the Harvard Business School, Boston, Massachusetts. He returned to India that year and joined Mahindra Ugine Steel Company Ltd (MUSCO), the countrys foremost producer of speciality steels, as Executive Assistant to the Finance Director. In 1989 he was appointed President and Deputy Managing Director of the company. During his stint at MUSCO, he initiated the Mahindra Groups diversification into the new business areas of real estate development and hospitality management. In the summer of 1991, he was appointed Deputy Managing Director of Mahindra & Mahindra Ltd., the countrys dominant producer of off-road vehicles and agricultural tractors. He has since been engaged in a comprehensive change programme in Mahindra & Mahindra Ltd. to make the company an efficient and aggressive competitor in the new liberalised economic environment in India. Iin April 1997, he was appointed Managing Director of Mahindra & Mahindra Ltd and in January 2003 given the additional responsibility of Vice Chairman. Mr. Mahindra was a co-promoter of Kotak Mahindra Finance Ltd., which in 2003 was converted into a bank. Kotak Mahindra Bank is one of the foremost private sector banks today. Mr. Mahindra frequently shares his views and ideas on Indian economy and business through his writings in some of Indias leading business magazines.

Mr. Mahindra is the recipient of the following awards: Knight of the Order of Merit by the President of the French Republic. Rajiv Gandhi Award 2004 for outstanding contribution in the business field 2005 Leadership Award from the American India Foundation for his, and the Mahindra Groups commitment to corporate social responsibility. Person of the Year 2005 from Auto Monitor. CNBC Asia Business Leader Award for the year 2006. The Most Inspiring Corporate Leader of the Year 2007 from NDTV Profit. Business Man of the Year 2007 from Business India. Harvard Business School Alumni Achievement Award 2008. National Statesman for Excellence in Business Practices Qimpro Platinum Standard 2008 Award by Qimpro Foundation. CNBC TV18 Outstanding Business Leader of the Year 2009 Business Leader of the Year 2009 by Economic Times

OTHER ACTIVITIES Mr. Mahindra is the co-founder of the Harvard Business School Association of India, an association dedicated to the promotion of professional management in India. The association has grown substantially over the years. He is Past President 2003-04 of the Confederation of Indian Industry and has also been President of the Automotive Research Association of India (ARAI). Mr. Mahindra is a Director of The National Stock Exchange of India Limited appointed under the Public Representatives category. He takes a keen interest in matters related to education and apart from being a Trustee of the K.C. Mahindra Education Trust, which provides scholarships to students, he is also on the Board of Governors of the Mahindra United World College of India. Mr. Mahindra is the Founder Chairman of the Mumbai Festival, which was launched in January 2005. The event was the first comprehensive festival to celebrate the rich cultural diversity of the city. He is the Co-Chairman of the International Council of the Asia Society, New York.

Mr. Mahindra also serves on the following Boards and committees:

1. 2. 3. 4. 5. Harvard Business School - AsiaPacific Advisory Board Harvard Business School - Member of the Board of Deans Advisors Harvard University Asia Centre - Advisory Committee Asia Business Council National Sports Development Fund (NSDF), Government of India Council and Executive Committee 6. The Nehru Centre, Mumbai - Executive Committee 7. National Council of Applied Economic Research 8. India Council for Sustainable Development Member

13 Products & Services

A US$ 6.7 billion conglomerate that has a strong presence in virtually every sector it's present in, across the globe. The Mahindra Group is a leader in such diverse businesses as automobiles, engines, information technology, holidays, rural finance, engineering and stamping and steel too. It's a journey that began with making general purpose utility vehicles in 1945 and has been driven by its motivation to excel ever since. Automotive 3/4 Wheelers Pik Ups LCVs SUVs Used cars - Purchase, Sale and Finance UVs Helpline

Automotive Sector - Domestic Automotive Sector - Domestic Mahindra International Automotive Sector - Domestic FirstChoice Automotive Sector - Domestic

After-Market Used cars - Purchase, Sale and Finance Genuine Spares Farm Equipment Agri inputs and services Engines Farm Implements Tractors

Mahindra First Choice Wheels Mahindra Spares Business

Mahindra Agribusiness Farm Equipment Sector - Domestic Farm Equipment Sector - Domestic Farm Equipment Sector - Domestic Mahindra Gujarat Tractor Two Wheeler Sector - Domestic

Two Wheelers Financial Services Loans and Mutual Fund Distribution Insurance and Risk Management Services

Mahindra Finance Mahindra Insurance Brokers

Mahindra Partners Division Retail - Mahindra Retail Mahindra Retail Ferro Alloys and Metal Scrap Mahindra Intertrade Steel and Steel Related Services Mahindra Intertrade Technical Products And Services Mahindra Intertrade Corporate People Movement Mahindra Logistics Supply Chain Management Mahindra Logistics Service Centre for Automotive and Electrical Mahindra Steel Service Centre Steels

Powerboat manufacturing Information Technology Dealership Management Facility Management Software Solutions Mahindra Odyssea

Mahindra Satyam Infrastructure Development Development of Infrastructure Projects Engineering consultancy Integrated Business Cities Lifetime holidays Living Spaces and Working Spaces Systech Composites Engineering Services Forgings Gears Sourcing of Auto Components Stampings and Steel Speciality Business Defence Vehicles Information Security Consultancy

Mahindra Logisoft Bristlecone Mahindra Logisoft Bristlecone Tech Mahindra Bristlecone Mahindra Logisoft Mahindra Satyam

Mahindra Infrastructure Developers Mahindra Consulting Engineers Mahindra World City Mahindra Holidays & Resorts Mahindra Lifespaces

Mahindra Composites Mahindra Engineering Mahindra Forgings Mahindra Gears Mahindra Sourcing Mahindra Steel Products

Mahindra Defence Systems Mahindra Special Services Group

15 Milestones
1945: 2nd October, Mahindra & Mohammed established.


The Company was renamed Mahindra & Mahindra Limited (M&M). Steel trading business commenced, in association with suppliers in UK.


Jeep assembly commenced.


The first business with Mitsubishi Corporation commenced and 5000 tons of wagon-building plates from Yawata Iron & Steel were supplied.


Otis Elevator Company (India) was established.


Technical and Financial Collaboration with Willys Overland Corporation to assemble Jeep-type vehicles.

1956: Shares listed on the Bombay Stock Exchange.

Dr. Beck & Company established - a joint venture with Dr. Beck & Company, Germany.


Mahindra Owen established - a joint venture with Rubery Owen & Company Limited, UK.


Machine Tools Division commenced operations.


Mahindra Sintered Products Limited established - a joint venture with Bir Field (GKN Group, UK).



Mahindra Ugine Steel Company established - a joint venture with Ugine Kuhlmann, France.


International Tractor Company of India established - a joint venture with International Harvester Company, USA.


Manufacture of light commercial vehicles commenced. Vickers Sperry of India Limited established - a joint venture with Sperry Rand Corporation, USA.


The Company entered the world market with export of utility vehicles and spare parts.


Mahindra Engineering & Chemical Products Limited commenced operations.


International Harvester collaboration ended.


Mahindra Engines developed an indigenous diesel engine for its vehicles to beat the fuel crisis.


International Tractor Company of India merged with Mahindra & Mahindra to become its Tractor Division.


License from Automobiles Peugeot, France, for manufacture of XDP 4.90 Diesel Engines.


Mahindra brand of tractors launched. Siro Plast Limited established.


Mahindra & Mahindra became market leader in the Indian tractor market, a position it has retained till date.



Mahindra Hellenic Auto Industries S.A. established - a joint venture in Greece to assemble and market utility vehicles in Europe.


Acquired International Instruments Limited.


Automotive Pressing Unit (now Mahindra Ugine Steel Company Limited) acquired from GKN.


Introduction of Commander range of vehicles. Mahindra Financial Services Limited established as a wholesale fund provider.


Merged diverse activities of Steel, Machine Tools and Graphics into Intertrade Division.


Incorporation of Mahindra British Telecom International Inc., USA, a wholly owned subsidiary of Mahindra British Telecom. Mahindra Steel Service Centre Limited established in association with Mitsubishi Corporation and Nissho Iwai Corporation of Japan. Mahindra Acres Consulting Engineers Limited established - a joint venture with Acres International Limited(Canada) to provide multidisciplinary engineering consultancy services. Armada range of vehicles launched.


Reorganisation of the Group creating six Strategic Business Units: Automotive, Farm Equipment, Infrastructure, Trade & Financial Services, Information Technology(earlier known as Telecom and Software) and Systech(earlier known as MSAT). Mahindra Realty & Infrastructure Developers Limited established. Mahindra USA Inc. established for distribution of tractors in the USA.

EAC Graphics (India) Limited established in collaboration with The East Asiatic Company Limited A/S, Denmark. Mahindra Allwyn Nissan Limited merged with the Company.


Mahindra Holding & Finance Limited became a subsidiary of Mahindra & Mahindra to carry out business as an investment company. Technical collaboration with Mitsubishi / Samcor to manufacture the Mitsubishi L300.


Mahindra Ford India Limited established - a joint venture with Ford Motor Company, USA, to manufacture passenger cars. The Company made a Foreign Currency Convertible Bond (FCCB) issue of US$ 115 million. Mahindra Holidays & Resorts India Limited established. Mahindra Consulting (now Bristlecone) established.


Inauguration of the Mahindra United World College of India. Mahindra World City Developers Limited established to set up integrated townships.


Launch of Bijlee, a battery-operated, environmental-friendly 3-wheeler. The largest online used vehicle website in India launched by Mahindra Network Services. The Company acquired a major stake in Gujarat Tractors and renamed it Mahindra Gujarat Tractors Limited. Mahindra & Mahindra Financial Services Limited became a subsidiary of Mahindra & Mahindra. Mahindra Logisoft Business Solutions Limited established. Mahindra Intertrade Limited established as the trading arm of the Group.



The Company adopted a new logo. Mahindra Auto Specialities Limited established - a new 100% subsidiary. Mahindra & Mahindra set up its first satellite tractor plant at Rudrapur. A new age tractor, Mahindra Arjun 605 DI (60 HP), launched. Bolero GLX (a utility vehicle) launched in response to the needs of urban consumers.


Champion, a 3-wheeler diesel vehicle, launched. Mahindra MaXX launched, a multi-utility vehicle positioned with the caption 'Maximum Space, Maximum Comfort'. Mahindra & Mahindra tied up with Renault for Petrol Engines. A separate division established to provide Defence Solutions. Mahindra Special Services Group established to provide Information Security. Mahindra Infrastructure Developers Limited established for development and management of infrastructure projects. Mahindra Lifespaces Developers Limited established for development of corporate property.


Scorpio launched, a new generation, world-class sports utility vehicle that redefined the SUV market and lived up to its positioning: 'Nothing else will do'.

2003: 2003:

Invader launched - a sporty open top vehicle. A second tractor assembly plant set up in USA. MaXX Pik Up launched. Mahindra & Mahindra Tractors awarded the prestigious Deming Prize for excellence in quality, making it the first tractor company in the world to receive the award.


India's first Turbo tractor launched - Mahindra Sarpanch 595 DI Super Turbo. Scorpio received a National Award for Research & Development. Mahindra & Mahindra ventured into Industrial engine business. An alliance formed between Mahindra Defence & Lockheed Martin Information Systems, UK, for defence products. Mahindra Engineering Services established.


Mahindra World Tractor(75 HP) launched in the International market. Systech (earlier known as MSAT) established, to focus on developing components as well as offering engineering services. Bolero and Scorpio launched in Latin American, Middle East and South African markets. Signed MoU to enter into joint venture with Jiangling Motor Company Group (JMCG) of China, to acquire tractor manufacturing assets from Jiangling Tractor Company, a subsidiary of Jiangling Motor Company Group. Mahindra & Mahindra became the first Indian company to achieve sales of one million tractors.


Announced plans to set up a 3000 acres Special Economic Zone in Jaipur. The Mahindra United football team won the Federation Cup trophy. The Mahindra Group pledged to dedicate 1% PAT to social responsibility activities and announced Esops (Employee Social Options) to harness the time and talents of employees for social activities. The Farm Equipment Sector posted its first ever five digit monthly volumes by selling 11,051 tractors in a single month. MBT (now Tech Mahindra) announced the acquisition of Texas-based Axes Technologies, a global telecom solutions provider. Mahindra & Mahindra a JV with an American auto major International

Truck & Engine Corp. to manufacture trucks and buses in India. Bolero won the title of UV Number 1.

Systems and Technologies Sector acquired Plexion Technologies (India) Ltd. to enter new territories. Mahindra & Mahindras fifth full-scale automotive plant opened in Hardiwar Industrial Estate to manufacture three-wheeler. The Scorpio Hybrid was unveiled at the Delhi Auto Expo along with 9 other prototype vehicles. Mahindra & Mahindra acquired the Stokes Group of UK, the largest automotive forgings company in the UK. Mahindra Finance became the first Mahindra Group Company in 23 years to be listed publicly and was oversubscribed 27 times. BMW entered Mahindra World City, Chennai. Tech Mahindra was identified as a leader in the The Global Outsourcing 100 by the International Association of Outsourcing Professionals (IAOP), at the 2006 Outsourcing World Summit. Club Mahindra marked 10 years of making a difference to the way people spend their vacation. Mahindra & Mahindra reiterated its commitment to art and culture with the establishment of the Mahindra Excellence in Theatre Awards (META). The All New Scorpio with 43 new features was launched. Mahindra Lifespaces announced plans to set up a Special Economic Zone spreading over 3000 acres in Pune. The Scorpio crossed the one lakh production mark. The global launch of the Scorpio Pik- Up range was held in South Africa, an indication of the strategic importance of Mahindra South Africas operations in the companys global growth plans. Mahindra & Mahindras Farm Equipment Sector remained dominant in the domestic market, notching up sales of 78048 tractors for the previous financial year and crossing the Rs. 11 lakh mark in tractor sales.


The Madrid Motor Show was led by the Mahindra Goa, the Mahindra PikUp and the Bolero Pik- Up range of vehicles. Mahindra United proved its supremacy in the football world by clinching its maiden National Football League title. Scorpio was chosen for the Gondwanaland Expedition a landmark assignment for the vehicle. Motorola and Tech Mahindra shook hands, in order to bring content to the customer through CanvasM to enable network service providers and enterprises launch applications such as mobile wallet, m-commerce, entertainment applications and productivity applications. Mahindra Finance and Maruti Udyog, leaders in their specific domains, joined hands in a deal for rural auto financing. The Government of India approved Mahindra Lifespacess proposal for a Bio-technology SEZ in Mumbai. Mahindra & Mahindra signed a MoU with the Maharashtra Government for world-class new manufacturing facility in Nashik. Tech Mahindra, Mahindra & Mahindras infotech powerhouse, braved a volatile market to enter the bourses with 12.7 million shares and was oversubscribed 71 times. Mahindras global vehicles the Scorpio and the Bolero marched into Kenya, as part of Mahindra & Mahindras globalisation drive. Mahindra & Mahindra was assigned the Governance & Value Creation Rating (GVC) Level 1 rating, the highest in the category, by CRISIL for its Corporate Governance Practice. Renault and Mahindra signed a memorandum of understanding to establish a long-term strategic partnership in India to create a Greenfield site with capacity of 500,000 units per year within 5 years, offering innovative products to their customers in India. Mahindra Holidays & Resorts Ltd. launched ZEST, a unique vacation ownership for short breaks. The Mahindra Group founds a place in the formidable Forbes List of the Worlds Most Reputable companies and also in Indias Most Reputable Companies.


Mahindra through its subsidiary agreed to acquire 67.9% stake in Jeco Holding AG, one of the top five forging companies in Germany. Mahindra announced its plan to enter the United States with a Sports Utility Vehicle and pick-up by signing a distribution agreement with Global Vehicles USA Inc. for the import and distribution of Mahindra vehicles, parts and accessories in September. Mahindra entered into an agreement to acquire 66% equity stake in DGP Hinoday Industries Limited (Hinoday), thus marking its entry into the sophisticated SG Iron casting space. The Honourable Chief Minister of Rajasthan, Smt. Vasundhara Raje unveiled the foundation stone of Mahindra World City, Jaipur.


Mahindra enters into JV with TMI Pacific in Australia Project Ingenio is now Mahindra XYLO Mahindra introduces FuelSmart system in Bolero and Scorpio SUVs Tech Mahindra receives the Frost and Sullivan 2008 Growth Excellence Award Anand Mahindra receives Harvard Business School Alumni Achievement Award Mahindra launches first Sustainability Report with highest GRI Rating Mumbai Mantra forays into Bhojpuri cinema Mahindra First Choice Services launches first CarXSpace outlet in Chennai Mahindra ED Arun Nanda conferred the highest French award Mahindra Holidays signs MoU with Kerala Government for promotion of Homestays MHRIL honoured with Superbrand 2008 award Mahindra Powerol launches high power range of diesel gensets

Mahindra Renault launches the Logan in Nepal Mahindra acquires majority stake in 3rd largest tractor company in China Mahindra Holidays launches Mahindra Homestays Mahindra to enter the two-wheeler industry Mahindra signs MoU with Maharashtra Govt. to upgrade two ITIs Mr. M. Damodaran joins the Tech Mahindra Board Mahindra Tractors is among Indias most innovative companies Mahindra Renault launches the Logan Edge Tech Mahindra wins USD700 million ST Program from BT Mahindra launches the revolutionary Scorpio V-Series in Kochi Mahindra launches Environment Friendly Bolero Pik-Up CNG in Delhi Mahindra Holidays Travel Portal receives IATA certification Mahindra Tractors tops USA dealer satisfaction survey Mahindra World City, Jaipur signs MOU with Vamani Overseas to set up a 4 acre campus Mahindra acquires controlling stake in Engines Engineering S.r.l Mahindra introduces international range of vehicles in Turkey Mahindra Holidays launches ZEST signature resort in Puducherry Mahindra honoured with the Businessworld FICCI-SEDF Corporate Social Responsibility Award Mahindra launches Pik Up Double Cab in Paraguay Mahindra launches new After-Market Business Vertical Mahindra launches Scorpio SUV in Chile Anand Mahindra appointed Chairman of National Safety Council

Mahindra and ICICI Venture consortium inks ageement to acquire Metalcastello S.P.A. Mahindra signs MoU with Government of Maharashtra to invest an additional Rs 1500 Crore French President confers Chevallier de La Legion dhonneur on Mr Arun Nanda Mahindra Tractors launch Indias first bio-diesel tractor Mahindra Intertrade inaugurates a world-class Electrical Steel processing plant in Vadodara MHRIL signs MOU with WBTDC to promote tourism in West Bengal Mahindra receives the Innovation Excellence award Mahindra Scorpio SUV and Pik-Up range launched in Peru Mahindra Lifespaces signs MOU to set up a SEZ in Sri Lanka PM, Dr. M. Singh inaugurates Van Vihar Biodiversity Park & Reserve at MUWCI, Pune Mahindra commences first CKD operations abroad; launches the Mahindra Scorpio in Egypt Mahindra & Mahindra acquires renowned Italian design house, GRD Italy


Club Mahindra Lakeview wins RCI Gold Crown Award for 10th consecutive year January 9 Mahindra launches the Xylo January 13 Mahindra Holidays adds Dancing Waters Resort, Naukuchiatal to its bouquet of Club Mahindra holiday destinations January 21 Mahindra Holidays acquires Casa Deep Woods, Masinagudi (Tamil Nadu) January 21 Farm Equipment Sector honoured with the Golden Peacock award for out-

standing innovation in Testing & Evaluation January 22 Mumbai Mantra forays into Bengali cinema January 23 FES makes a foray in the South East Asian Market February 9 Mr. Anand Mahindra receives Qimpro Platinum Standard (Business) 2008 Award - February 9 Mahindra FirstChoice Wheels authorized dealership inaugurated in MohaliFebruary 9 Mr. Rajeev Dubey and Ms. Sangeeta Pandey honoured at Global HR Excellence Awards 2008-09 - February 11 Mahindra Group forays into boat manufacturing February 17 Tech Mahindra and Times Foundation present Shikshak Samman Awards February 24 State Bank of India signs Agreement with Mahindra World City, Jaipur February 28 Rajasthan CM inaugurates Light Engineering and Handicrafts SEZ at MWC Jaipur February 28 Anand Mahindra honoured with the Kheti Machinery Kranti Puruskar March 5 Mahindra launches the New, Mighty Muscular Scorpio- March 6 Mahindra Special Services Group (MSSG) appointed as Homeland Security advisory partner for the Indo-Israeli market March 16 FES wins 5 WoW awards for events and experiential marketing campaigns March 17 Mahindra Defence Systems inaugurates high-tech defence manufacturing facility March 18 Mahindra signs MoU with Bank of Baroda for vehicle finance March 22 Mr. Anjanikumar Choudhari is new TMA President April 1 Mahindra launches the XYLO in Nepal April 7

Mahindra Retail launches its flagship Mom and Me store in Delhi April 8 Tech Mahindra declared highest bidder for Satyam April 14 Mahindra Retail opens its first store in Mumbai May 5 Mahindra Tractors launched in Indonesia June 6 Satyam unveils new brand identity June 22 Mr. Bharat Doshi appointed President of Bombay Chamber of Commerce and Industry June 25 Mahindra Satyam signs a 5 year multi-million dollar SAP contract with GSK July 9 Mahindra launches stylish Bolero MaxiTruck with Micro Hybrid technology. The vehicle sports the stylish Bolero look and incorporates Mahindras revolutionary fuel saving Micro Hybrid technology. July 14 Mahindra Automotive Australia Launches Next Generation Mahindra PikUp utility vehicle with additional safety features, numerous interior enhancements and a fresh new look July 23 Tech Mahindra launched an IOT Lab to offer Test Services to Telecom Service Providers (TSPs), Telecom Equipment Manufacturers (TEMs) and Independent Software Vendors (ISVs). August 10 Tech Mahindra inaugurates its new BPO facility in Chandigarh August 13 Mahindra Satyam launches ERP shared services targeting the Middle East & North Africa (MENA) region region August 20 ET Award 2008-09 honours Keshub Mahindra with the Lifetime Achievement award August 25 Anand Mahindra is ETs Business Leader of the Year August Mahindra & Mahindra Ltd. (M&M) has featured in Forbes Asian Fab 50 list, which is a compilation of the best listed companies in the Asia-Pacific region. September 25 The Mahindra Holidays IPO is the only Indian IPO to be listed in the Wall Street Journals best performing Global IPOs list. Oct 1

Indias first compact truck, the Mahindra Gio launched Oct 28 Mahindra launched the Mahindra Gio, Indias first 4 wheel 0.5 ton Compact Truck. A category creating vehicle in the cargo commercial vehicle segment, the Mahindra Gio combines the style, status, comfort and safety of a four wheeler with the low operating and maintenance cost of a threewheeler. October 28, 2009. Mahindra Lifespaces launched a premium residential community, titled Aqualily, at Mahindra World City, Chennai. Aqualily will be a perfect blend of villas, twin homes and luxury apartments nestled on a pristine lake. The project is being developed by Mahindra Residential Developers Ltd., a subsidiary of Mahindra Lifespace Developers Ltd. and Arch Capital, an Ayala Group company. November 12, 2009. Mahindra Defence Systems (MDS) has been conferred with the 2009 Frost & Sullivan India Customer Value Enhancement Award in the Land Combat Systems Market. The Customer Value Enhancement Award is presented each year to the company that has demonstrated excellence by proactively creating value for its customers, with a focus on improving the return on investment made in its products or services. This award recognises companies that go beyond simply good service, leading to improved customer retention levels and ultimately, customer base expansion. November 26, 2009. Auto Sectors Haridwar plant rolled out of its 1,00,000th vehicle on 28th November, 2009. The plant had rolled out its first vehicle on December 8, 2005. Mr. Anand Mahindra was declared the Outstanding Business Leader at the recently held 5th CNBC TV 18 India Business Leader Awards 2009. The 5th CNBC-TV18 India Business Leader Awards aim to honour the stalwarts of India Inc., who are today, the legends in business leadership. The jury consisted of a wide spectrum of corporate India, including business leaders like Mr. Deepak Parekh, Chairman, HDFC (Chairperson, Jury), Mr. Mukesh Ambani, Reliance Industries Ltd. Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, Mr. Uday Kotak, and Mr. Raghav Bahl, Founder Editor, Network18. December 4. Dr. Pawan Goenka, President, Automotive Sector, Mahindra & Mahindra Ltd. and Mr. Dee Kapur, President, Navistar Truck Group, USA unveiled the world renowned, technologically advanced MaxxForce 7.2 diesel engine in Mumbai. The introduction of this engine is the result of the partnership between M&M and Navistar, which have formed joint ventures to manufacture engines and trucks in India. The MaxxForce engines features the most contemporary and state-of-the-art engine technology. Maxx-

Force 7.2 diesel engine, the most modern engine in its class, will power Mahindra Navistars new range of M & HCV trucks and buses which will be introduced in the Indian market in the coming months. December 7 Mahindra entered into two landmark aerospace deals with the simultaneous acquisition of a majority stake in two Australian companies, Aerostaff Australia and Gippsland Aeronautics. This move signals Mahindras strategic entry into the global aerospace components and the general aviation markets, and continues the commitment it made to this industry in 2006, with the acquisition of Engineering Design Company, Plexion Technologies. The acquisitions of Aerostaff Australia and Gippsland Aeronautics have been made jointly with Kotak Private Equity with a total commitment of approximately Rs. 175 crores. December 15


Mahindra Navistar Automotives Ltd. (MNAL), the commercial vehicle joint venture between Mahindra & Mahindra Ltd. (M&M) and Navistar Inc. of USA, unveiled its 25 tonne and 31 tonne trucks for the Indian market. The trucks have been developed utilising 175 years of technological and truck R&D expertise and know-how of Navistar and over 60 years of experience of Mahindra in developing successful products based on deep insights of Indian customers and driving conditions. January 4. Mahindra & Mahindra Ltd announced the launch of the Maxximo, the worlds first mini-truck to be powered by a 2-cylinder CRDe engine with DOHC technology and 4 valves per cylinder. A game-changer offering, the Maxximo combines best-in-class technology, unmatched performance and superior style and comfort. The Maxximo is the first product to roll out from Mahindras state-of-the-art Chakan plant. - January 5. Dr. Pawan Goenka, President, Automotive Sector, Mahindra and Mahindra and Mr. Eric Tech, President, Navistar Engine Group, unveiled an array of diesel engines for manufacturers of diesel-powered agricultural, construction and industrial equipment under the aegis of Mahindra Navistar Engines Pvt. Ltd. (MNEPL), the joint partnership between Mahindra & Mahindra and Navistar Inc. January 6 Indias iconic SUV, the Mahindra Scorpio, took another step to stardom with the unveiling of a premium, special edition `Scorpio Coffee Table Book. Film actor Ajay Devgan - the Scorpios first customer, and Anand Mahindra, Vice-Chairman and Managing Director, Mahindra Group, took special pride in unveiling the book, which chronicles the journey of Indias best loved SUV since its launch in 2002. January 6


About Mahindra Powerol

Mahindra & Mahindra Ltd., the tractor and utility vehicle major in India, entered the field of Power Generation in 2001. Mahindra Powerol deals with mainly two segments, DG sets and Engines. Since its inception, Mahindra Powerol has sold over 100,000 DG Sets and Engines.

Today, M&M engines under the brand name Mahindra Powerol offer Diesel Generator (DG) sets ranging between 5kVA to 140 kVA. Mahindra Powerol has made rapid strides in the Indian genset industry in a very short span of time. Mahindra Powerol DG sets are the first choice of Telecom majors like Airtel, Tata Tele, Vodafone, Nokia, BSNL and MTNL to support their communication networks across India. Recently, Mahindra Powerol won the prestigious Frost & Sullivan Voice of Customer award for the most preferred Genset Brand in the telecom segment in India. The award takes various parameters into account, including industry penetration, up-time, trouble free performance, overall satisfaction, likelihood of buying for future requirements and likely referrals to other customers. Besides Telecom, Mahindra Powerol DG sets are attracting customers from a diverse cross-section of industries. These gensets are very popular in segments like banks, building and construction, public sector units, hospitals, hotels, manufacturing units amongst other.

Mahindra Powerol DG sets are also available in exclusive showrooms all over India. At present, Powerol has more than 50 Retail showrooms selling DG Sets across different cities in India. It has recently appointed distributors in overseas markets e.g., Dubai and Bangladesh.

The current export markets for Mahindra Powerol are Korea, South Africa, UAE (Dubai) Philippines and Nepal. Powerol also has distributors in Dubai, Kathmandu and Bangladesh.


1. Electronic/A1 Governing 2. Compact size 3. Low vibration 4. Fuel efficient

Mahindra Powerol takes care of the entire value chain of customers. Besides, covering areas including personalized transportation of the DG sets, installation and commissioning, Mahindra Powerol services also encompasses the annual and comprehensive maintenance contracts. The company has an exclusive after-sales-service network comprising 140 outlets.

Keeping in view yet another critical requirement of customers, M&M have joined hands with leading finance companies to provide Retail Finance to customers. Notably, this is the first time that organized Retail Finance is offered in the DG set industry.

Tele-Infra Management:
Recently, Mahindra Powerol has strengthened its brand image of an ultimate solution provider by foraying into tele-infra management. Tele Infra Management involves operation & maintenance of asset, power and facility at telecom tower sites. So far 6000 sites such sites are under contract. Powerol business is first amongst Powergen sector to foray into this business.

Bio-Diesel Gensets:
Mahindra Powerol has recently launched B100 bio diesel Generator Sets for the Indian Market. The usage of bio diesel fuel (as per IS 15607 2005) would be applicable for all the current range of Mahindra engines between 7.5kVA and 62.5kVA. Mahindra Powerol plans to extend this to other range of engines in the near future.


Engines are also suitable for various industrial applications like cranes, compressors, forklifts, rice mills and concrete mixers. Powerol has also launched rice mill and marine engines.

Mahindra Powerol engines and diesel generator sets are certified for stringent noise and exhaust emission norms made mandatory by the CPCB (Central Pollution Control Board, India).


Engines Overview
There are many reasons for Mahindra being no.1 both in the UV and the tractor markets of India. Probably the most significant is Mahindra's Direct Injection engine technology, which satisfies customers who are as conscious about fuel economy as they are about power.

Direct Injection - the no compromise engine technology

DI engines by design are much more fuel efficient than IDI engines. The best thing is that they deliver as much on the power front too. We have spent over two decades refining these engines and now have a patented engine technology that is generations ahead in DI technology.

The Mahindra engine advantage

Wet replaceable liners for extended engine life Easily serviceable and low on maintenance cost Structural cylinder block design to easily withstand heavy duty operations

No oil top up required between two services Meets US EPA tier 2 emission norms; soon to be tier 3 & 4 compliant.


35 Genset Overview
While power cuts eat into your profits, an inefficient DG set will simply add to your losses. Powered by Powerol engines, Mahindra Powerol DG sets have been designed to ensure you an efficient power supply. This also assures you years of hassle free operations.

Generates peace of mind

Its recovery time, easily the best in its category, guarantees a seamless switchover to the back-up power. Moreover, its effective governing system controls the voltage fluctuations, thus ensuing complete safety of your equipments.

Performance unmatched
Its got one of the most preferred engines fitted inside - the Mahindra Powerol engine. Compact and low on vibration, this engine has the smallest footprint as compared to other engines of identical ratings. Making the DG set apt even for roof-mountings.

Silence certified
Each and every Powerol DG set complies with the most stringent noise and emission norms stipulated by the Central Pollution Control Board of India (CPCB).

No Compromise technology

Its got other advantages too. Like, its transported through the Mahindra Transport Solutions Group. It is installed and commissioned through a Mahindra authorized dealer. It even comes with an annual maintenance contract. It It is most offers fuel efficient zero-leak in its class engines

Manual and AMF control panel options are also available

Preferred by all
A Powerol DG set can be used in the Telecom, Defence and Railway sectors. It can also be installed at places like petrol pumps, hospitals, super markets, banks and construction sites


Existing Brands in the Market

Area of Study
In period of two month of my summer training my project guide assign me research topic competitor analysis of Mahindra Gensets. It was purely marketing research topic and I have done this job with my full of interest.

Objective of Study
Study of comparison between Mahindra Gensets and other brands.

Study of customer satisfaction about the Diesel Gensets. Identify the level of dealer satisfaction Gensetss price and quality.

Market effectiveness of Mahindra Gensets as compare to competitors.

Effect of Advertising and Sales Promotion Schemes and incentive on Consumer and Dealers.

To study the position and potential of the product in Bareilly.

Research Methodology
Research Type : Descriptive Research

Data Type

Primary and Secondary data

Research Tools

Questionnaire Observation Enquiry

Sampling Units

Existing and New Customers

Sample Size


Sampling Method

Random Sampling Method

Sample drawn from


Modern consumer is conscious and aware of quality and price of the product. They give importance to quality than price. Advertisement has certain impact on customers. The main aim of the advertisement is to draw attention of the customers towards the product. The company specified to find out its market share, brand perception among customers, and advertisement effect on the brand. For this purpose a study on large scale was carried out. Retailers /dealers and consumers both are selected for the study. Questionnaires were prepared separately for the Customers.

Research Design:
Research design specifies methods and procedures for study. In this study the company was interested to know the perception of consumers as well as retailer/dealers, brand positioning and the market share of Mahindra Gensets and its competitors. Sufficient thought have been given to frame research question and data types to be collected & procedures to be used for the study among retailers/dealer and consumers. However it was exclusively personal interview. To solve the purpose of the study separate questionnaires for consumers were made.

Data Collection: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company.

Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose questionnaires were prepared in such that all necessary data would be collected.

Secondary Data:
Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company.

Research tools:

Analysis of data
After the data was collected, the real task was started. The analysis of data required a number of closely related operations such as establishment of categories, the application of these categories to raw data through coding, tabulation and then drawing statistical inference. The unwieldy data was condensed into a few manageable groups and tables for further analysis. Thus classified the data into some purposeful and usable categories. Coding, editing and tabulation was done simultaneously then analysis was based on computation of various percentages.

Preparation of report:
Finally I prepared the report with great care, under the able guidance of my project guide.

43 Data Analysis and Interpretation

1. Which brand you are planning to buy? Cummins-Jakson Eicher Escorts Kirloskar Green Mahindra Ashok Leyland Other brand 35% 5% 2% 18% 22% 12% 6%

6% 12% 35% Cummins-Jakson Eicher Escorts Kirloskar Green 22% Mahindra Ashok Leyland 5% 18% 2% Other brand

Interpretation It is cleared from the above data that maximum customers are planning to buy CumminsJaksons Gensets.

2. Which brand are you using at present?

Cummins-Jakson Eicher Escorts Kirloskar Green Mahindra Ashok Leyland Other brand

33 7 5 25 13 7 10


7% 13%

10% 33%

Cummins-Jakson Eicher Escorts Kirloskar Green 7%



Mahindra Ashok Leyland Other brand

Interpretation It is shown from the above chart that Cummins-Jakson is the king in the silent genset section in Bareilly city.

3. Before the survey how often have you heard of Mahindra Gensets?

Oftenly Not Much Never

70% 26% 4%


26% Oftenly Not Much Never 70%

Interpretation It is cleared from the above chart that Mahindra is a well known brand in the town.

4. How you came to know about Mahindra? Pre-Installed Genset Public Others 55% 35% 10%




Pre-Installed Genset Public Others

Interpretation It is cleared from the above chart that major source of genset publicity is the roadside pre-installed gensets.

5. Which of the following attributes enticed you to try the brand initially? Best quality Brand Image Price Service 35% 15% 40% 10%

40% 35% 30% 25% 20% 15% 10% 5% 0% Best quality Brand Image Price Service

Interpretation It is cleared from the above chart that price plays major role in attracting the customers although quality also matters a lot.

6. Which feature do you prefer in Silent Genset?

Brand Image After Sales Service Fuel Efficiency

12 38 50


50% 38%

Brand Image After Sales Service Fuel Efficiency

Interpretation It is cleared from the above chart that fuel efficiency is the keen feature of any genset also after sales service attracts more customers.

7. Which company is giving the best after sales service?

Cummins-Jakson Ashok Leyland Kirloskar Green Mahindra Others

30 5 20 40 5


30% Cummins-Jakson Ashok Leyland 40% Kirloskar Green Mahindra 5% Others


Interpretation It is cleared from the above chart that Mahindra is leading the market in after sales service which is a key feature in attracting the customers.

8. How much is your requirement? 5-20 KVA 25-40 KVA 45-62.5 KVA 82.5-140 KVA 160-200 KVA 13 32 25 20 10

10% 20%


5-20 KVA 32% 25-40 KVA 45-62.5 KVA 82.5-140 KVA 25% 160-200 KVA

Interpretation From this pie-chart we came to know that maximum demand of silent genset is in the range of 25-40 K.V.A in bareilly region.


9. Where do you place Mahindra powerol? First Seccond Third Fourth Fifth 20 55 15 13 2





First 0 10 20 30 40 50 60

Interpretation According to the customers of bareilly region Mahindra Powerol holds second position in the market os silent gensets.


Findings Mahindras market share is expected to grow by 9-10%. The Present market leader is Cummins, but growth rate is comparatively lower then Mahindra. Other brands like Kirloskar , Eicher and Escorts are loosing there market share. Despite of no advertisement in the market Mahindra is a well known brand. Most people rely upon the prices offered by the various companies. Fuel efficiency is the key feature which a customer wants in a Genset. Mahindra is providing best after sales service in the market which is comparatively much higher then the market leader i.e. Cummins

Maximum demand of Gensets is in the range of 25-40 K.V.A. According to the survey done Mahindra is on the second rank in the eyes of the customers.


SWOT Analysis

Strengths 1. Mahindra is a well known brand in the market. 2. Mahindra is leader in his after sales service. 3. Mahindra provides best fuel efficiency. 4. Mahindra provides A1 class governing which is a key feature of diesel engines.

Weaknesses 1. In comparison to other brands noise is much higher in Mahindra. 2. Though Mahindra is a well known brand but customer prefer going with the price as their key feature. 3. Weak promotional strategy of Gensets. 4. No proper approach of target customer.

Opportunities 1. Mahindra can easily grab the market share of Cummins. 2. Industry is in increasing phase.

3. Mahindra is the only one to launch bio diesel engines in the market. 4. Purchasing power of people is increasing day by day.

Threats 1. Entrance of global competitor like Sonalika. 2. Brand loyalty is more of Kirloskar Company. 3. Other competitor like Ashok leyland is also in growing phase 4. Entrance of local brands like Prakash and B.S.A

Recommendations Despite working on their brand image company should also work on the price factor of Gensets. Company should try to improve the noise factor of its Gensets. For dealing with customers proper approach is required. For getting the customer loyalty company should try to maximize the customers satisfaction level through after sales calls and by listening queries. Company should try to focus on variants of engines as the industry is in growing phase. To stop the diversion of customers towards low-price local brands company should create some strategy about it. Exclusive showrooms should be open at the prime locations. Since dealers play a significant role in making brand choice for customers, they should be provided with extra benefits and incentives. Dealer desire more advertisement to be done through local newspaper and cable TV ads. To make consumers aware about the product hoardings in major areas should be placed. In newspaper advertisement should not be space oriented (half a page or full page) instead the companys logo should be given a major stress as MAHINDRA is a well known brand in the Indian market. Because of repeated striking on customer mind it would produce results. Logo of the MAHINDRA can be penetration. This service has been provided by postal services of India at subsidiary rates. Number of call centre should be open.


Although I tried my best in preparation of this project, but this study has some limitation:

1. The period of the project was not sufficient to study all the factors in deep.

2. Visiting various places for the study consumed a lot of time.

3. We cannot say that what the consumer have revealed will be right f or each and every situation because their perception is influenced by many factors.

4. Many consumer showed less interest in providing information and h avent cooperated.

5. Some of confidential information viz. credit period, schemes, policies and sales figure were not disclosed by the competitors.

Questionnaire Of Silent Gensets


1. Which brand you are planning to buy? Cummins-Jakson Eicher Escorts Kirloskar Green Mahindra Ashok Leyland Other Brand

2. Which brand are you using at present?

Cummins-Jakson Eicher Escorts Kirloskar Green Mahindra Ashok Leyland Other Brand

3. Before this survey how often have you heard of Mahindra gensets? Oftenly Not Much Never

4. How you came to know about Mahindra? Pre-Installed Gensets Public Others

5. Which of the following attributes enticed you to try the brand initially? Best quality Brand Image Price Service

6. Which feature do you prefer in Silent Genset? Brand Image After Sales Service Fuel Efficiency

7. Which company is giving the best after sales service? Cummins-Jakson Ashok Leyland Kirloskar Green Mahindra Others

8. How Much Is Your Requirement?

5-20 KVA 25-40 KVA 45-62.5 KVA 82.5-140 KVA 160-200 KVA

9. Where you will place mahindra powerol ? First Second Third Fourth Five



Marketing Management

Philip Kotler

Consumer Behavior and Marketing research Suja R. Nair V.S. Ramaswami

Principal of Marketing management

Principal of Marketing Management`

- Geoffery Randell

Mahindra Annual Report, Periodic Reviews, Booklets, Product Manuals.

Websites www.mahindra.com www.mahindrapowerol.com www.perfectgenerators.com www.google.com