research reporton mahindra m hawak scorpio

8/9/2019 Research Reporton mahindra m hawak scorpio

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RESEARCH REPORT

ON

A Study of marketing strategy andanalysis of Scorpio

M_hawk

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE

POST GRADUATE DIPLOMA IN MANAGEMENT

IIMT PROFESSIONAL COLLEGE,

MAWANA ROAD, GANGA NAGAR, MEERUT,

UTTAR PRADESH, INDIA

SUBMITTED TOSUBMITTED BY

Dr P.K AGRAWAL

SUBHASH KUMAR

DIRECTOR

PGDM-IV SEM

ROLL NO-M07052


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GUIDANCE CERTIFICATE

This is to certify that Mr. Subhash Kumar student of Post

Graduate Diploma in Management, IIMT professional college,Meerut has undergone project in Marketing Division. The

research topic was A Brief Study of Marketing Strategy

and Analysis of SCORPIO(m-HAWK) by Mahindra and

Mahindra ltd in Bihar.

We wish him all the best in their future

Endeavour.

Shailesh Mishra S.P.Navin Abhishek Singh

General Manager Manager (HR & EDP.) Sr. Sales

Exec. (Scorpio)


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Acknowledgements

I express sincere thanks to Prof. Dr N.S RANA and Prof. Dr AMIT

KANSAL, our research Guide to have given us the opportunityto work on such a challenging research. We also would like to

thank him and Mr. ABHISHEK SINGH (Sr. Sales Manager, Sonali

Auto Ltd.) for providing their expert guidance and help, without

which it would not have been possible to accomplish the project

successfully. Their timely directions & advice at every stage of

the project has facilitated in bringing the project in the presentform.

Last but not the least we would also like to thank the team of

Service Managers who took time off to share insights about

their experiences while dealing with different clients. This

helped us immensely to understand the psyche of the

customers as been perceived by the Relationship Managers.

We just hope that the recommendations and suggestions

presented by us are considered seriously.


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INDEX

CONTENTSPAGE NO.

1. INTRODUCTION OF MAHINDRA & MAHINDRA

2. M&M Board of Members

3. PRODUCT PORTFOLIO

4. Making of Mahindra Scorpio

5. Mahindra Scorpio Launched in Brazil

6. Scorpio Contents

7. SCORPIO(m-HAWK) & FEATURES n VARIANTS

a) Scorpio Growth Rate

b) EURO Norms

c) Rules Follow for TURBINE ENGINE

d) CRUMPLE ZONE

e) Dealers Location in Bihar

f) Scorpio Profiling

8. SUV Compare Chart

9. CONCEPT OF SALES


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10. SEGMENTATION

11. DEALER NETWORK IN BIHAR

12. ORGANISATIONAL STRUCTURE AT DEALERSHIP

13. PROSPECT GENERATION

14. J.D.POWER Ranking

15. SCORPIO BRAND BUILDING EXERCISE

16. CORPORATE SOCIAL RESPONSIBILITIES

17. CONCLUSION

18. BIBLIOGRAPHY

PREFACE

Todays business dynamics is very fast; environment is

changing. To understand the changing market behaviour the

company has to do a systematic study. A research work is a

scientific and systematic study intended to catch the nerves of

the problem or issue with the application of management

concept and skills. I was assign to understand the online

trading product and consumer attitude towards online and

offline services.

This report has been complied preliminary in partial fulfilment

of the requirement for the award of the post graduate diploma

in management secondary to share the practical knowledge


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and experience gained of at a result of continued association

with companys branch.

Apart from theoretical concept of the topic, I have included the

findings and suggestions are also included.

The Mahindra Group ---An Overview

The Mahindra Group is a $ 4.5 billion * conglomerate is a

leading manufacturer of multi-utility vehicles with significant

presence in key sectors like farm equipments, infrastructures,

information technology and financial services.

The Group has leading presence in many key sectors:-

1)Automotive (Mahindra& Mahindra LTD.)

2)Farm equipment (Mahindra Tractors)

3)Mahindra trade and Financial Services (Mahindra

Inter trade Mahindra &Mahindra Financial Services

Ltd.)

4)Mahindra Systems and Automotive Technologies

(Mahindra Engineering Services, Mahindra Ugine)

5) Information Technology (Tech Mahindra,

Bristlecone) and Infrastructure Development


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(Mahindra GESCO, Club Mahindra Holidays,

Mahindra World City).

Two Group companies Mahindra Finance and Tech Mahindra

made their debut on the courses in 2006 in line with the

commitment that each of the business segments would have

flagship companies that will be listed.

The Group employees over 40,000 people and has eight of

the art manufacturing facilities in the India M&M has made

strategic acquisition of plants in China and the United Kingdom

, and has three assembly plants in USA M&M has entered into

partnerships with international companies like RENAULT SA,

FRANCE, NISSAN, and International Truck and engine

corporation, USA.

M&Ms products are being exported to the USA .Russia andseveral other countries in Africa, Asia Europe and Latin

America. Its global subsidiaries include Mahindra Europe Srl.

Based Italy, Mahindra USA Inc. Mahindra South Africa and

Mahindra.

(China) Tractor Co. Ltd

Over the years, the Mahindra has transformed itself into a

group that has leadership position in all the sectors it operates

and has a growing global footprint. FORBES has ranked the

Mahindra group in its Top 200 list of the worlds most reputable

companies and in the Top 10 list of Most Reputable Indian

Companies.


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M&M (Automotive Sector) History

M&Ms association with the automobile business dates back to

1945. The Company was incorporated in 1945 and was

originally formed to manufacture utility vehicles for the Indian

market, initially by importing and assembling WILLYS JEEP KITS.The manufacture of utility vehicles commenced in 1954 in


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collaboration with WILLYS Overland Corporation and its

successors, Kaiser Jeep Corporation and American Motor

Corporation (now part of Daimler Chrysler group). The

Company commenced manufacturing Light Commercial

Vehicles (LCV) in 1965. The Company has recently entered the

three-wheeler market.

Over the year, the Mahindra brand of vehicles has come to

represent high quality, ruggedness, durability, reliability, easy

maintenance and operational economy. These are the qualities

that have endeared the vehicle to individuals as well as

institutions like the Indian armed forces. M&M is the leader in

the MUV business in the country since inception.

M&M has comprehensive manufacturing facilities with high

level of vertical integration. M&Ms automotive division has five

manufacturing plants, three in the state of MAHARASHTRA and

one in ANDHRA PRADESH. In Maharashtra, its plant in Mumbaiand Nasik manufacture multi-utility vehicles, and engines are

produced at the Igatpuri plant. Light Commercial Vehicles are

manufactured at the companys plant in Zaheerabaad in

Andhra Pradesh and three-wheelers in Haridwar.

Our Mumbai and Nasik plants with the R&D facility at NASIK are

ISO/TS 16949 certified. The Mumbai plant has also beenrecommended for the TPM excellence award. Our engine plant

at Igatpuri has QS 9000 certification. Our LCV & three wheeler

plant at Zaheerabad have ISO 9001:1994. Both of these plants

are also working towards TS 16949 certification. Our plants in

Mumbai and Igatpuri are also ISO: 14001 certified.

M&M has a strong Research & Development set-up, with over300 engineers in the automotive division. The Companys


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technical prowess is proven by negligible import content in our

vehicle and by the design and development of a totally from

ground upward, new contemporary SUV Scorpio.

The divisions marketing efforts are supported by a network ofmore than 275 dealers across the country, which are managed

by 20 sales offices. Additionally, the division has a national

network of authorised service stations and stockist to meet

customer needs for serving and spare parts.

Having conquered a substantial portion of Indias semi-urban

and rural markets, the division has in recent years securedsignificant success in urban regions following the introduction

of premium MUVs like Bolero and Scorpio. Scorpio is M&Ms first

indigenously developed SPORTS UTILITY VEHICLES an off road

vehicle with car like comforts. The Scorpio was launched in

June, 2002 and has been universally acclaimed. It was declared

to be the Car of the Year by CNBC Auto car, BBC Wheels and

Business Standard Monitoring.

M&Ms automotive division also exports its products to several

countries like- Africa, Asia and European & Latin American

Countries. The Group recently made a milestone entry into the

passenger car segment with Logan, a product of its JV with

Renault SA.


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M&M Core Purpose

Indians are second to known in the world, the founders of the

nation and M&M Company passionately believed this. We will

prove them right by believing in ourselves and by making

Mahindra & Mahindra Ltd. known worldwide for the QUALITY,

DURABILITY and Reliability of its products and services.

M&M Core Values

M&M core values influenced by our past, tempered by our

present and are designed to shape our future. They are an

amalgam of what we have been, what we are and what we

want to be.

These values are compass that will guide our actions, both

personal and corporate. They are:-

Good Corporate Citizenship:-As in the past, we will continue to seek long term success that

is in alignment with our countrys need. We will do this without

compromising on ethical business standards.

Professionalism:-

We have always sought the best people and given them the

freedom as well as opportunity to grow. We will continue to do


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so. We will support innovation and well reasoned risk taking,

but demand of performance will be its first priority.

Customer first:-

We exist and prosper only because of our customers. We will

respond to their changing needs and expectations speedily,

courteously and effectively.

Quality focus:-

Quality is the key to delivering 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 value individual dignity, uphold the right to express

disagreement and respect the time and efforts of others.

Through our actions we nurture fairness, trust and

transparency.


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Board of members

Our Group > the Management > Board of Directors

The Board of Directors of the Company has, as its members,

eminent persons from Industry, Finance, Investment and other

branches of business, who bring diverse experience and

expertise to the Board.

The Company's current Board of Directors is as follows:

NAME DESIGNATION

1. Mr. Keshub Mahindra Chairman

2. Mr. Anand G. Mahindra

Vice Chairman and Managing Director

3. Deepak Shantilal Parekh ,Director

4. Nadir Burjorji Godrej, Director

5. M. M. Murugappan ,Director

6. Bharat Narotam Doshi Executive Director & Group Chief

Financial Officer (Group CFO)

7. Arun Kumar Nanda ,Executive Director & Secretary


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8. Narayanan Vaghul ,Director

9. Dr. Ashok Sekhar Ganguly, Director

10. R. K. Kulkarni Director

11. Anupam Pradip Puri, Director

12. Thomas Mathew T. Nominee of LIC

Mr. Keshub Mahindra Chairman

Mr. Keshub Mahindra, Chairman of Mahindra & Mahindra

Limited, is a B.Sc. graduate from Wharton, University of

Pennsylvania, USA. After joining the Company in 1947, he

became the Chairman in 1963. For 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 socialsector. He has contributed immensely to the cause of building

ethical corporations in India and is currently part of numerous

prestigious organisations 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.


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Mr. Keshub Mahindra is on the Board ofDirectors of the following organisations:

Chairman of Mahindra Holdings & Finance Limited, Mahindra

Ugine Steel Company Limited

Board of Governors of Mahindra United World College of India

Vice Chairman of Housing Development Finance Corporation

Limited

Director in Bombay Burmah Trading Corporation Limited,

Bombay Dyeing & Manufacturing Company Limited, Kema

Services (International) Private Limited, United World Colleges

International (UK) Limited, Rodal Investments Private Limited

and Pratham-India Education Initiative.


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PRODUCT PORTFOLIO

Mahindra & Mahindra is known for its in utility vehicles,commercial vehicles & personal vehicles. In order to clearlydifferentiate the segment in which Mahindra is playing, the

company has divided all its products into 3- different channels. I

1. Channel 1 personal -SUV2. Channel 2 prosper UV3. Channel 3 MIL LCV

Channel 1 Personal: - This segments categories for personaluse or family use Scorpio & Logan are in Channel 1

Different Variant

Scorpio - M2Di (more mileage diesel engine PS,AC)

LX (PS, PW, AC Trittabled Staring)

DX (LX +Rear Wiper, Black Cladding, Foglamp)

SLX (DX+MP3, Self Colour Cladding,Alarm System)


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V-Series VLS (SLX + Alloy Wheel+ m-Hawk Engine,Cruise Control,

Tyre- tonics, Intellipark, Rain Sensor, Light

Sensor, Audio

Control on steering, Immobiliser)

VLX (SLX + VLS)

Logan - GL (AC)

GLE (AC PS)

GLX (1.4)

GLX (1.6)

GLS (AC, PS PW, CL, Remote Locking, Mp3, Fog lamp,Air bags)

DLE (AC, PS)

DLX (AC, PS, PW, CL)

DLS (DLX + GLS)

Note: - (GL, GLE, GLX, GLS) were Petrol model.

(DLE, DLX, DLS) were Diesel model.

CHANNEL 2: Prosper: -This segment categorized forcommercial purpose.

Hard Top, Soft Top, Pick-up, 3-wheelersare in Channel- 2

Soft Tops: - Commander

Hard Tops: - Savari

Maxx Festara

Maxx Passenger


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Bolero: - DI

DIZ (AC, Suspension)

SLE (AC, Suspension PS)

SLX (AC, PW, CL, MP3)

Pick-up:- Maxx Pick-up

Maxx Maxi Truck

Bolero Pick-up --- Normal

Flat Bed

Single Cabin

Double Cabin.

3-wheelers: - Mahindra champion

Alfa Mahindra Champion Pick-up passenger(3+1), (6+1)

CHANNEL-3:-MIL:-- This segment Categories for LCV (LightCommercial Vehicles) Mahindra & Mahindra gone incollaboration with International Truck Ltd.No.1 Truck companyin USA having the production of almost 1.5 Lacs of Trucks Perannum. The new firm is known as MIL (Mahindra InternationalLtd.)

Mahindra DI 3200

Mahindra Load king Load Career

a) 6T HSD (High Side Desk)b) 6T FSD (Fixed Side Desk)c) 4T HSDd) 4T FSDe) LWB 6T

Load King Super (6T) CAB & CHASSIS

Vikrant (9+1, 12+1, 14+1)


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Passenger & School Bus.

Tourister - 17 Str. School & Passenger

25 Str. School & Passenger



Ambulance- T. 17 Str.

Delivery Van Platform

MAKING OF MAHINDRA SCORPIOPrior to the mid-nineties, M&M was an automobile assembly

plant. The company used to manufacture WILLYS JEEPS and its

minor modified versions (modification carried out in India). In

1996, the company planned to enter the SUV segment with an

all new product which can complete even in foreign markets.

Since M&M didnt have the know-how of making a new ageproduct, 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, engineers 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


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only inputs from Mahindra being design, performance

specifications and program cost.

Design & engineering locations were also chosen by suppliers.

The parts were also later to be assembled in a Mahindra (as

Mahindra is a well know 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 ALL NEW Scorpio. The car has 43 new

features, most of which are aesthetic including new front

bumpers, a new tail-light cluster and an air scoop on the

bonnet. Yet, there are some crucial engineering changes as

well, including a new rear suspension which was jointly

developed with Lotus in the UK.

The Mahindra Scorpio is sold across the world in countries such

as:-

India

Italy

France

Spain

Portugal

Turkey


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Sri Lanka

Nepal

Bangladesh

Egypt

Russia

Malaysia

South Africa

Chile:-The Scorpio Pick-up is the first passenger vehicle of the

Mahindra brand to be offered in Chile, and both were presentedto the press the night of July 25th 2007

Mahindra Scorpio SUV & Pick-Up range launched in Brazil

Mahindra & Mahindra (M&M), Indias leading automotive brand with a growing global

presence, today announced the launch of the Mahindra Scorpio SUV and its Pik-Uprange (Single and Double cab) in Brazil, in partnership with Bramont-MontadoraIndustrial e Comercial de Veiculos Ltda.

A special state-of-the-art facility has been set up to assemble the vehicles with anannual capacity of 5,000. Body assembly will be undertaken by Usiparts, a UsiminasSystem company, while the chassis, suspension and engine (power-train) will beassembled by Bramont at its plant in Manaus (AM).

Speaking at the eve of launch, Mr. Pravin Shah, Executive Vice President,International Operations, said Mahindra has carved a distinct niche for itself in

markets across the globe with its unique combination of rugged utility and style. TheBrazilian economy and automotive industry is highly evolved and has strategic
http://www.moneycontrol.com/india/stockpricequote/auto-carsjeeps/mahindramahindra/15/02/MMhttp://www.moneycontrol.com/india/stockpricequote/auto-carsjeeps/mahindramahindra/15/02/MM


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importance for Mahindra. This is the first assembly facility in South America for theMahindra Scorpio platform and helps consolidate our presence in the Mercosurregion. Our partner Bramont has a professionally managed network of dealers whichwill ensure our success in the competitive Brazilian market.

Elaborating on Bramonts association with M&M to launch the Scorpio in Brazil, Mr.Eduardo de Castro, Chairman, Bramont said, It is an honour for us to representMahindra in the fifth largest market in the world. Launching the Mahindra Scorpio inthe Brazilian market is in tune with our objective of offering the customer world-classvehicles. We believe that the Mahindra Scorpio offers a strong value proposition thatwill make it a preferred vehicle in this market.

The models introduced in the Brazilian market are powered by the 2.6 litre MahindraCommon Rail engine that delivers 110 hp. The models are available with 4X2 and4X4 electronic shift on the fly and the engine conforms to Euro III emission norms.From 2009, Mahindra vehicles will be offered with a Euro IV compliant engine.

"We intend to provide the market with vehicles incorporating quality and technologyof an international standard, offering customers a strong value for moneyproposition, Given the companys strong track record, Mahindra vehicles will be ableto compete successfully in the Brazilian 4x4 diesel utility segment. said Mr. JoseFrancisco de Oliveira Neto, General Manager of Bramont.

Since its launch, the Mahindra Scorpio has not only emerged as the leader in the UV(Utility Vehicle) segment in India but has also won widespread industry acclaim. Ithas also won several prestigious awards from the automotive media, including theCNBC Autocar Car of the Year Award, BBC Wheels Best SUV of the Year and BestCar of the Year awards and the BS Motoring Car of the Year Award.

Mahindra & Mahindra has been growing in stature as an international automotivemajor. Today, M&M has a global footprint with presence in major markets includingSouth Asia, Middle East , Europe where Mahindra Scorpio is known as MahindraGoa , Africa and in South America, where it is present in Chile and Uruguay. Overthe past year, the Scorpio has been successfully launched in several markets,including Australia, Turkey and Ghana. Earlier this month, Mahindra launched theScorpio SUV in Egypt, marking the commencement of its first assembly operationsoutside India. As part of its growing global footprint, one of India's favourite SUV is

poised to take on the most challenging market, the USA, in 2009


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Product trainingThe product training includes understanding the functions and

knowing the physical location of the following parts (same as I

had at Scorpio m-Hawk during induction)....

ENGINE

In the engine I carefully studied the location & functions of thefollowing parts:

1) Cylinder & Cylinder head

2) Fuel Injection Pump & Injector

3) Fuel Filter & Air filter

4) Turbo Charger & Intercooler

5) Radiator & Water Pump


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6) Coolant recovery tank & Thermostat

DRIVELINE

In Driveline the following things were located and studied:

1) Clutch

2) Gear Box

3) Propeller Shaft

4) Differential

RUNNING SYSTEM

In running system the following parts were located and studied:

1) Brakes (both Drum & Disc)

2) Suspension (both Independent & Rigid)

After the Product Training My following doubts got cleared-

Turbo Charger

The basic function of TURBO charger is to provide more air at

higher pressure to the engine for better combustion. Thus to

improve power ratio and better envision.

Note:-Turbo charger is nothing to do with recycling to

used/exhaust gases.

Difference between Independent and Rigid

Suspension


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In Rigid Suspension both the wheels in an axel are connected

by a rigid beam or a tube. Road irregularities encountered by

one wheels partially passed on to the other wheel.

In Independent Suspension, each wheel ismounted separately. Road irregularities encountered by one

wheel are absorbed by that wheel only.

(Note:-Studied Scorpio m-hawk Training module and then saw

the parts in practical in the Workshop.)

SCORPIO

In 2000 Company adopted a new logo. In 2002 Scorpio waslaunched. Scorpio look is better and it is spacious andluxurious.

Scorpio engine has one of the highest BHP/litre amongst alldiesel vehicles sold in India. Scorpio m-HAWK engine is 100 kg

less than all CRDe. It has one of the highest BHP/Litre amongstall diesel vehicles sold in India. Scorpio has the best 0-60 kmph


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& 0-100 kmph figures and highest top speed and rapidacceleration.

In 2003 Scorpio received national award for R&D.

In 2004 Scorpio launched in Latin America, Middle East andSouth Africa. M&M launched CRDe in Scorpio in 2005(1st Indian

Auto Manufacture).and Car of the year.

In 2006 Scorpio Hybrid was unveiled at Delhi Auto Expo. Allnew Scorpio with 43 new Features, Scorpio crossed 1 lakh

production mark, and Global Launch of Scorpio Pick-up in SouthAfrica. Scorpio position in Car plus Category with the Tag lineNothing else will do. Scorpio marched in to (Kenya) M7M

set up centralised call centre for customer centricity in 2007and Scorpio V-series launched Nov. 30 2007.Scorpio was thehighest selling SUV in year 2007

SCORPIO m-Hawk


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Great Minds must be ready ...

Not only to takeopportunity...

But tomake them...


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MAHINDRA SCORPIO m-HAWK:-

m-Hawk engine is 100kg less than CRDe.

It is made up of ALLUMINIUM ALLOY.

m-hawk Engine oil Capacity=6.5 litre

CRDe =6 litre

m-Hawk has =2.2 (2200cc)cubic capacity

=120bhp (break horse power)

=4*28.6 torque*

Torque=force*radial displacement.

To give more power and to move crump.

T U R B O C H A R G E R : -It is started from 2002.

Variable Turbo Charger runs through exhaust gas.According to the combustion it takes/sucks oxygen/air.


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For Turbo Engine followingthings should be followed for

the betterment of engine:-

After starting and turning off engine, let itworks on low RPS at least for 1 minute.

In CDRe only Maximile Supreme Oil should beadded.

Power Steering Oil should be changed per

80000 km or once in a year. Gear box and Differential oil changing time...

SCORPIO-15000km ,CRDe-20000km

There are two types of engine:-

1. COMPRESS IGNITION (CI)

2. SPARK IGNITION (SI)

COMPRESS IGNITION is tocompress the air at high temperature for thecombustion of fuel.

Mahindras vehicles arehaving Compress Ignition which is best one.

MARUTI SUZUKI is having SPARK IGNITION


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EURO:-It is a rule for POLLUTION, invented by BUCHI in 1919(Germany).

Pollution Control developed in EUROPE.

In INDIA it is called as BHARAT stage - 1 - 2 3

AIM: -To reduce NOX (Nitrogen Oxide) whichis a very harmful gas not only for HumanBeing but also for the Environment.

It includes TURBO ENGINE.

Though all vehicles are having Turbo Engines.

-It is a device to suck the air in its inlet manipole for bettercombustion.

-It maintains less noise, less emission, better power.

-Turbo Engine fulfils the EURO-2 norms.


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EURO-1:-It has CATALATIC Convertor.

It is a filter which is connected with exhaust fan to stopNOX.

EURO-2:-It has CATALATIC Convertor + EGR (Exhaust GasRecirculation)

Here 10-20% smokes again taken in its intakemaniphole, to dead oxygen.

We know very well that at 1200-1800 C in Temperature NOX produced. And if it is in 800-1000 C we can stopNOX to its minimum level which will produce lesspollution.

EURO-3:-

It has CATALATIC Convertor + EGR +INTERCOOLER

These all three EURO helps the environment to be less polluted.

And it is a mandatory for all Automobiles Companies to strictlyfollow the EURO Norms.


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CRUMPLE ZONE

No AIRBAGS...As a Alternative

Crumple Zone is present in both sides ofbonnet, in left and right side...

It stops at last end of bonnet when it dasheddirectly from front.

It wont hurt a person sitting at drivers seatand beside him.

HANDLE is connected with long rod which

wont hurt driver when it dashed directlybecause after dashing, the rod immediatelybreaks in between and fell down withouthurting the person who is driving.


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SUVs COMPARE CHART


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CONCEPT of SALE

3-Types of Salesman:-

The Begger:- Please bye my product Sir,

(Typically door to door Salesman).

Potato Seller: -Tell him the price & the variants. Let thecustomers decide.

The Sales Consultant: - Probes, Listens to thecustomers requirement &intelligently suggest his product as a better solution.

The Sales Consultant:-

A good sales consultant never sells automobiles as the beggaror as the potato seller?

Because for most people an Automobiles as the beggar oras the Potato Seller?

Because happy customer come back to buy from you &refers other customers.

Because a professional sales consultant always makes thebest impression.

Here a question arise that, what a sales consultant does?

A sales consultant focuses on the entire purchaseexperience

Qualities to the Customers

Build & Execute his story based on the qualities

Offer a test drive

Finally discusses variants & prices


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SEGMENT MARKETINGA market segment consists of a group of customers who sharesa similar set of needs & wants. Thus we distinguished betweencar buyers who are primarily seeking low cost basictransportation, those seeking driving skills & performance. Wemust be careful not to confuse a segment & a sector. A carcompany might say that it will target young, middle income carbuyers. The problem is that young, middle-income car buyers

will differ about what they want in a car, some will want a lowcost car, other will want an expensive car. Young middle-income car buyers are a sector, not a segment.

The marketers doesnt create the segments, the marketerstask is to identify the segments and decide which one (s) totarget. Segment marketing offers key benefits over massmarketing. The company can presumably better design, price,disclose & deliver the product or services to satisfy the targetmarket. The company also can fine tune the marketing

programme & activities to better reflect competitors marketing.

However, even a segment is partly a fiction, in that noteveryone wants exactly the same thing.

Market segment can be defined in many different ways, oneway to crave up the market to identify preference segments.Suppose ice-cream buyers asked how much they valuesweetness & creaminess as to product attributes. Three

different patterns can emerge:-

1. Homogeneous PreferenceA market where all theconsumers have roughly the same preference. Themarket shows no natural segments. We would predict theexisting brands would be similar & cluster around themiddle of the scale in both sweetness & creaminess.

2. Diffused PreferenceConsumers indicating thatconsumer vary greatly in their preference. The first brand

to enter the market is likely to position itself to the mostpeople. A second competitor could locate need to the first


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brand and fight for the market share or it could locate in acorner to attract a customer group that would notsatisfied with the centre brand. There are several brandsin the market, they are likely top position themselves

throughout the space and show real difference to matchdifference in consumer preference.

3. Cluster Preference-- The market might reveal districtpreference cluster called natural market segments. The first firm in this

market has three options. It might position in the centre hoping you to

appeal all groups. It might position in the largest market segments

(concentrated market). It might developed several brands each positioned

in a different segment. If the first firm developed into only one brand,

competitors would enter & introduce brands in the other segments.

HOW SEGMENTATION DONE?

1. Geographic2. Demographic3. Psychographic

1.Geographic:- a) Region :- Pacific, mountain west, North central, West Southcentral, South Atlantic etc.

B) City or Metro City: - 5000, 20000, 50000, 1lac, 5lacs, 40lacs or over

c) Density: - Urban, Sub urban, Rural

d) Climate: - Northern& Southern Planet

2) Demographic: - a) Age: - 6-12, 12-18, 18-25, 25-30, 50-----

b) Family Size: - 1-2, 2-4, 5--------

c) Family life cycle: - Young, Single, Married, Youngest,

Child under Six

d) Gender Wise: - Male, Female

e) Income: - 5000-10000, 10000-25000,


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f) Occupation: - Professional & technical, Farmer, Student

3) Psychographic: - a) Life style: - Straight, Swinger, Long hair

b) Personality: - Compulsive, gregarious, Authoritarian

WHY SEGMENTATION?

1) To utilize marketing response effectively, we use segment concept

2) Maximum output, we ensure by this concept in marketing

Dealers Network in BIHAR

Since the Scorpio was targeted at an Urban Client it needed a strong distribution

presence in Metros & Urban areas. Hence, the distribution channel has to focus

on providing an appealing experience for modern car buyers. In BIHAR

company has categorized three phase:

PHASE 1:- In phase 1, the dealership which is authorized for the Scorpio is

only SONALI AUTOS, located at Patna.

Infrastructure

Service Centre

PHASE 2:- Priyadarshani Motors is categorized as the second authorized

Scorpio dealership which is going to be open in few months. Dealership is

under construction at Saguna More, Patna

PHASE 3:- The Company is planning to give authorization of Scorpio to two

dealership-

Brajesh Automobiles-PURNEA Shree R.C. Enterprises-MOTIHARI


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Organizational Structure at Dealership

In dealership, works are divided into different groups. So that they can achieve

their target in a very easy process, for that they form a structure which is as

follow:-

CEO (Chief Executive Officer)

GM (General Manager)

SM SM SM

(Personal) (Prosper) (MIL)


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F.Sc. S.Sc.ICRE

(Field Sales Cons) (Showroom Sales Cons) (IngeniousCust .Relation Exe)

F.S.C:-

To generate enquiry from field

Motivate the Customer

Finally sale the project

S.S.C:-

To greet customer in the showroom.

Find information about the product.

S.S.C. also as a F.S.C.differntly only I.Sc work in field

& S.Sc work in the showroom.

I.C.R.E.:- (Ingenious Customer Relation Executive)

Work as Tele- caller 3rd day & 30th day call to customer for collecting

the information about the condition of the Vehicle.

To wish the Customer on their Anniversary &Birthday.


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PROSPECT GENERATION:-

There are three types of call that should be in place in a dealership for prospect

generation:-

1) Cold Calls

2) Follow-up Calls

3) Market development Calls

Cold Call

Meeting a customer, who can be a prospective buyer of vehicles? He has

yet not shown his purchase intention. The data may or may or may not be

available at the dealership.

This refers to an activity where the FSC while covering his regular territory


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Personally meets prospective buyers who could be.........

First Time Buyer

Existing Vehicle Owner going for second purchase

Replacement Buyer

Basic of Cold Calls

Based on the Demography of his territory, an FSC physically visits Institution

e.g.:

a) Profession (e.g. Doctors, Engineers, Lawyers)

b) Income group Individuals (e.g. > 5 lacs p.a.)

c) Age Group etc.

Based on the Potential available, as FSC physically visits Institutions e.g.:

1. Schools

2. Poultry Farms

4. Distributors & Shop Keepers

5. Travel agents or Courier Services

6. Traders

7. Service Providers8. Missionaries

9. Tour Operators

10.Hospital

11.Transport Operators

12.Hotels

13.Call Centres

14.Charitable Trusts

15.Small Industries

16.Corporate Houses

17.Dairy Farms

18.Govt. Department

These Cold Calls should be focussed on the requirement of vehicle

specific to the sector concerned.

It is recommended that based on monthly retail target, the Cold call target

should be calculated.


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Follow up Call

Meeting a customer, who has already shown his intent to purchase a

vehicle? The customer data is available at the dealership.

FSCs will fill up / update CDIF

(Hard Copy) Why making follow up visit on a prospect. The same will be

updated in the software on his return from the tour. During a Follow up

Call, an FSC will be visiting prospects personally and not through

telephone.

Follow up Call target will be based on the number of Leads in hand or

carried forwarded from the previous month and also the number of leads

to generated during the month the travel plan for an FSC will be based on

the status of total Lead-in hand (Hot Warm & Cold). Also the frequency

of visit to prospects will be high for Hot 7 Warm Leads and relatively

lesser for cold Leads.

As stated above, number of Follow up Calls will be based on visiting

Hot Leads at least weekly, Warm Leads at least for nightly and

Cold Leads once in month.


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Hot Leads: Enquiry likely to be matured within 15 days...

Warm Leads: Enquiry likely to be matured within 60 days.

Cold Leads: Enquiry likely to be matured beyond 60 days.

Market Development Call

The call may lead to meeting up party, who may not buy vehicles for

himself. Yet he can influence of vehicle (s) in his area of influence / control

This refers to an FSC visiting:


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1) Banks

2) NBFCs

3) Office Bearers4) Unions

5) Govt. Departments

6) Opinion Maker.

7) Local Mechanics/ Garages

8) Surveyors

9) DSA/DMA etc and also doing something different to

capture customers Mind Share/ expansion of the

Industry.

What should be the focus?

For effective working and easy achievement of sale target all 3 types of callingshould be focussed but to know where is our dealership lagging proper reviewof Ingenious Sales Format along with discussion of sales executivesconcerned should be done

PHASE 2: Activity

Demo: - It is an activity through which we give information about the

product, price, etc. by explaining the points to the customer or either in

their door step or in the dealership.

Road Show: - It is an activity in which the vehicle or vehicles in a group

taken to the particular spots for give demo.

Loan Mela: - It is an activity which is done by Bank or Private Finance

to give loan to the customer on the spot for any purpose.

Phase 3: - Advertisement


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Advertisement is the most important part of enquiry generation. Through

advertisement most of the people get aware about the product.

Advertisement is done through News Papers, Hoarding, Media, etc. This

is more expensive of generate enquiry. One should optimise in order tomake the business profitable.

For E.g.:- When Alfa Passenger came into the market, we know

through the Advertisement, that Alfa Passenger is going to be

launched.


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JD POWER Ranking:-

It is a worldwide automobile organisation which will take surveyevery year for all automobile companies on the basis ofCSI &SSI.

It is an individual organisation worldwide.

CSI:-Customer Satisfaction Index (in Workshop)

SSI: - Sale Satisfaction Index (In Sales)

These all includes 16-parameters

In India Mahindra & Mahindra is at 3rd position. Worldwide Mahindra & Mahindra is at 10th position.


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CORPORATE SOCIAL RESPONSIBILITIES

SCORPIO EVENTS:


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Conclusion

Finally all in all it was a great learning experience with SONALI

AUTOS Ltd. an authorized dealer of MAHINDRA- SCORPIO

(M&M) at Patna (BIHAR). The practical work which I had will

definitely have a great impact on shaping my careers in future.

The incredible pool of information which I could share of the

sales marketing, consumer behaviour and etc. the different

practical marketing approaches followed will always help to my

cause.


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Bibliography

BOOKS:

PHILIP KOTLER- MARKETING MANAGEMENT

RAJAN SAXENA- MARKETING MANAGEMENT

INTERNET AND WEBSITES:

www.mahindra&mahindra.com

research reporton mahindra m hawak scorpio

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