International School of Business & MediaPune, Maharashtra Mahindra Truck and Bus Division “Project Title” Developing and Driving Effective Sales Promotional Strategies for Tapping Potential Market for Mahindra Buses Project Report Submitted on partial fulfilment of the requirements For the award of The Master’s Degree in Business Administration (A TWO YEAR FULL TIME PROGRAM IN MANAGEMENT) Submitted By-Umang Arora Roll No.15057 Batch-2014-16 Developing and Driving Effective Sales Promotion Strategy for Tapping Potential Market for Mahindra Buses Acknowledgement The internship opportunity I had with Mahindra Bus and Truck Division was a great chance for learning and professional I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period. It is my radiant sentiment to place on record my best regards. and I will continue to work on their improvement.ROM) Mr Ganoo Sagar (Regional Manager. in order to attain desired career objectives.development. I express my deepest thanks to [Mr Apoorv Jain]. Hope to continue cooperation with all of you in the future. guide and keep me on the correct path and allowing me to carry out my project at their esteemed organization and extending during the training. I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. Therefore. for their careful and precious guidance which were extremely valuable for my study both theoretically and practically. Umang Arora Place: Pune Date: 1-07-2015 .Pune) who in spite of being extraordinarily busy with his duties. I will strive to use gained skills and knowledge in the best possible way. Sincerely. Bearing in mind previous I am using this opportunity to express my deepest gratitude and special thanks to Mr. for taking part in useful decision & giving necessary advices and guidance and arranged all facilities to make life easier. deepest sense of gratitude to Mr Harbhajan Singh. Manoj Landge (Area Business Manager. Mr Shishir Sharma. took time out to hear. I perceive as this opportunity as a big milestone in my career development. I choose this moment to acknowledge his contribution gratefully. INDEX Topic Introduction to the topic Automotive industry worldwide Automotive industry in India Role of automotive industry in Indian GDP Role of automotive industry in foreign investment Page No. 1-3 4-5 6-15 15-17 17-18 Mahindra group 19-23 Mahindra and Mahindra limited 24-26 Mahindra truck and bus division 27-29 Theoretical background of project 30-31 Objective of study Scope of study 32-33 34 Limitation 35 Research methodology Data analysis Observation and conclusion 36-41 42-44 45-58 Recommendation Bibliography 55-56 57 Annexure Introduction to the topic 58 . there is substantial cost associated with promotional activities. Promotion is one of the elements of marketing mix. there is thought to be long term return on this investment. This includes raising awareness through different mediums to increase sales. price Promotion. Information provided to the customer at this stage helps them in making purchase decisions regarding the product. In marketing a large number of activities are performed. To sell the products to the customers a number of activities are being performed. Often. Marketing is the performance of business activities that directs the flow of goods and services from producer to the customer. It is the activity that directs to satisfy the human needs through exchange process. as well as to create and foster brand loyalty.As part of the marketing mix. These elements are product. distribution etc. promotion includes all activities that involve communicating with the customer about the product and its benefits and features. Marketing starts with the identification of a specific need of customers and ends with satisfaction of that need. brand equity creation and brand positioning. addressing competitor actions and rebranding Every business organization reaches to the customers through their goods or services. acceptance of new products. it is time to start a conversation with the consumer about the product. Once a company has worked on the product and price elements. This is called marketing and it is an important function. people and physical evidence. placement for products and three additional elements for services are process. But since the result is often an increase in sales or customer loyalty. These are called elements of marketing mix. Promotion is one of the variables through which information . budgeting for promotion. Promotion decisions are taken simultaneously with other decisions like finding target group. For easy understanding these activities are divided in 4 groups for products and 7 groups for services. The customer is found in the beginning and end of marketing process. determining objectives. launching of new products. There are many ends that a company may try to reach through a promotion including but not limited to an increase in sales. traders and sales force With the intention to increase sales in short term. traders And sales force. methods of sales promotion. Sales promotion strategy directs the manager in selection of parties. Sales promotion strategy would help to neutralize the effective of competition and defend the company in the market in performing the sales related tasks. The strategy is a game plan that is needed to perform the tasks effectively and get competitive advantages over others in market. The main objective of sales promotion is to increase the sales of products in short term by influencing behaviour of buyers. consumers. Methods of promotion include advertising personal selling. Sales promotion refers to many kinds of incentives and techniques that are directed towards consumers. Without the strategy the task may not be completed effectively. Sales promotion methods are many and these are selected as per the target groups. The importance of sales . publicity. In competitive situation.regarding products or services is being communicated to customers to change their attitude and behaviour.e. But with sales promotion strategy sales can be increased in short – term. motivate and influence the purchase and other desired behavioural responses of the firm’s customers”. Sales Promotion is the activity that aims directly to influence buyers to buy products and increase sales. who and how to do so that objectives of the planning are achieved. it is very difficult to increase sales or profit. publicity and direct marketing. personal selling. where. implementation of methods and measuring effectiveness of whole efforts regarding sales promotion. The purpose of sales promotion is to stimulates. It explains what. For this purpose. sales promotion and packaging. Marketers are concerned with effective utilization of promotion-mix to increase sales and market share. a sales promotion strategy is to be prepared to achieve the objectives effectively. In sales promotion mainly three parties are involved i. Strategy is the game plan to achieve the targets as per planning. when. “Sales promotions include incentive offering and interest creating activities which are generally short term marketing events other than advertising. A lot of promotional activities are needed. These are advertising. sales promotion strategy is very significant for companies to earn bread and butter. Sales promotion is one of them and it is our concerned topic. To achieve the objective a strategy is needed for effective application of sales promotion. Rationale of the Study In present situation not only in one industry but also all sectors are facing tough competition. techniques and managing sales promotion techniques effectively and efficiently. personal selling and packaging. The contribution of sales promotion strategy is significant in present time to stay in business in competitive market. stabilize and excel in business performance. . The leading companies are using difference techniques for promotion. In present competitive situation most of MNCs had developed sales promotion strategy in selection of parties. It has become very difficult to grow. publicity. personal selling and packaging. This strategy provides competitive advantage to the companies in the market to grow. publicity. stabilize and excel in business performance. Sales promotion is one of them and gives a great impact on customer buying behaviour to increase sales in short term.promotion strategy is increasing day by day and in future higher level of competition it would increase further. These are serving the difference objectives. Promotion mix elements include advertising. It contributes to neutralize the competition effect. sales promotion. Therefore. sales promotion. It is required to influence the attitude and behaviour of buyers. Most of the companies have applied various elements of promotion mix. This attracted me to select and study this topic. marketing. Japan narrowly passed the U.S. the world had 32. For many decades. development.3 million units manufactured in 2012. automobile industry produced over 90% of them.028. China almost doubled the U. the U. At that time the U. and the U.S. the United States led the world in total automobile production.manufacture. had one car per 4. The automotive industry does not include industries dedicated to the maintenance of automobiles following delivery to the end-user.S. . while Japan was in third place with 9. The automotive industry began in the 1890s with hundreds of manufacturers that pioneered the horseless carriage.8 million units. was overtaken by Japan and became world's leader again in 1994.9 million units.500 automobiles in use.S.S. After World War II.S. In 1929 before the Great Depression. It is one of the world's most important economic sectors by revenue. produced about 75 percent of world's auto production. with 10.Automotive Industry worldwide The automotive industry is a wide range of companies and organizations involved in the design. the U. in production and held this rank until 2009.87 persons. and selling of motor vehicles. In 1980. such as automobile repair shops and motor fuel filling stations. when China took the top spot with 13. In 2006.3 million units. With 19. production. The auto manufacturing industry is considered to highly capital and labour intensive.While machines and robots are playing a greater role in manufacturing vehicles. among others. mopeds. they spent large amounts of money on market research to anticipate consumer trends and preferences. Pontiac.Produces Chevrolet. Jeep and Dodge. . seats. aluminium. furthermore. there are still substantial labour costs in designing and engineering automobiles. The major costs producing and selling automobiles include: be for Labour . dashboards. Materials . etc.The automobiles sector is compartmentalized in four different sectors which are as follows: Two-wheelers which comprise of motorcycles and electric two-wheelers Passenger Vehicles which include passenger cars. Buick and Cadillac. scooters. tires.Everything from steel. utility vehicles and multi-purpose vehicles Commercial Vehicles that are light and medium-heavy vehicles Three Wheelers that are passenger carriers and goods carriers. Chrysler . are purchased from suppliers. Key players In North America. the automobile production market is dominated by what's known as the Big Three: General Motors . Advertising .Chrysler.Each year automakers spend billions on print and broadcast advertising. but is currently experiencing flat or negative growth rates. India's passenger . It had previously been one of the fastest growing markets globally. Lincoln and Volvo. Commercial vehicle players in India Automobile Industry in India The automotive industry in India is one of the largest automotive markets in the world. Ford Motor Co .Ford. The passenger vehicles production in India touched 3. the industry’s turnover touched US$ 40. India is also set to become Mercedes Benz’s fastest-growing market worldwide ahead of China. The world standing for the Indian automobile sector. according to Automotive Component Manufacturers’ Association (ACMA). The Indian Automobile industry acts as a catalyst and gives great impetus to the economic growth of the country. In addition. amounting to 4 per cent of the total FDI inflows. The Indian Automobile industry is estimated to grow at a compound annual growth rate (CAGR) of 14 per cent during 2013–2021.car and commercial vehicle manufacturing industry is the sixth largest in the world. The industry is estimated to grow at a CAGR of 13 per cent during 2012–2021. In addition. the industry recorded exports worth US$ 9.The cumulative foreign direct investment (FDI) inflows into the Indian automobile industry during April 2000 to October 2013 was recorded at US$ 9. according to the Automotive Component Manufacturers’ Association (ACMA).3 billion in 2012–13 and is projected to touch US$ 30 billion by 2020–21.23 million units in 2012–13 and is expected to reach 10 million units by 2020–21. the industry recorded exports worth US$ 9.6 billion in 2012–13 and is expected to reach US$ 115 billion by 2020–21. the US and Europe.3 billion in 2012–13 and is projected to touch US$ 30 billion by 2020–21.079 million. as per the Confederation of the Indian industry is as follows: Largest three-wheeler market Second largest two-wheeler market Tenth largest passenger car market Fourth largest tractor market Fifth largest commercial vehicle market . etc. The Automotive Mission Plan 2016 launched by the Indian Government seeks to grow the industry to a size of US $145bn by 2016 and make it contribute 10 percent to the nation’s GDP. Also there are opportunities of growth available in alternative segments like electric cars. soaring interest rates. . the year 2013-2014 has seen a decline in the industry’s otherwise smooth-running growth. Suzuki. vehicles run on natural gas. low consumer sentiment and rising fuel prices along with economic slowdown are the major reason for the downturn of the industry. This move is further enhanced by the Indian Government’s support towards setting up centres for development and innovation.India is emerging as a strong automotive R&D hub with foreign players like Hyundai. Fifth largest bus and truck segment However. General Motors setting up base in India. Export India's automobile exports have grown consistently with United Kingdom being India's largest export market followed by Italy. High inflation. 19.1 4.7 5.08. 29.7 4.75. 19.201313 14 3.2 2. Exports in India averaged 4109.28 USD Million in September of 2014.62 5 45.98.30. Automobile Exports Trends Categor y Passen ger Vehicle s Comme rcial Vehicle s Three Wheele rs Two Wheele rs Grand Total 200809 200910 201011 201112 (Num ber of Vehic les) 2012.07.02 7 77.04 3 92. reaching an all time high of 30541. 20.46.04.35.3 5. While some companies cite increased domestic focus for the slide in export numbers. Exports in India are reported by the Ministry of Commerce and Industry.7 3.5 29 45 26 83 14 07 42.31.69.61 USD Million from 1957 until 2014.73.44 USD Million in March of 2013 and a record low of 59.0 1. 18. 31.3 66 14 68 53 88 92 10. 28.83.00 9 74.9 3.0 3.53.01 USD Million in June of 1958. 23. 594 426 956 905 907 893 Exports of automobiles from India have been falling and September has been a particularly bad month with most auto makers posting double-digit drop in shipments. 15.19.61. Netherlands and South Africa but Exports in India decreased to 26100 USD Million in October of 2014 from 28903. 11.37.44.59.40. 174 058 619 111 378 938 15. India.93.03.56. industry experts say the advantage that India .05 6 1.Germany.4 5.04.25 8 80.48. industry experts say India must first fix its creaky and inadequate infrastructure such as ports and roads and clear other bottlenecks.000 units this year. Hyundai Motor India's exports are expected to drop 25% to about 190. For Renault. including an unfriendly tax structure. even as the government is pressing to boost local manufacturing. The Korean major now supplies cars to the European market from Turkey. Korean major Hyundai Motor." Renault's India head. . its joint facility with Nissan near Chennai was the manufacturing base to export mid-size sport-utility vehicle Duster to the UK. the top auto exporter from India. Hyundai's Indian unit also stopped manufacturing vehicles for exports to Europe. To attract manufactures including auto makers when regions like Eastern Europe are offering cost-effective alternative options.enjoyed because of its low cost of manufacturing is slowly eroding. making vehicles manufactured here less competitive in the international market. as well as Japan's Nissan Motor and French Renault have shifted exports of some models out of India. But it now decided to ship the Duster to the British market from Romania. "It is important for us to first serve the local market and then any spare capacity would be channelized for exports. comprising of the automobile and auto component sub sectors. work and play in ways that were unimaginable a century ago. to jobs. It contributes about 4% to India’s Gross Domestic Product (GDP) and 5% to India’s industrial production. easy repayment schemes has also helped the growth of the automobile sector. The increase in the demand for cars. The automotive sector in India. The personal automobile allows people to live.Role of automobile industry in India GDP The Role of Automobile Industry in India GDP has been phenomenon. Automobiles provide access to markets. medium and heavy commercial vehicles. The introduction of tailor made finance schemes. The well-developed Indian automotive industry ably fulfils this catalytic role by producing a wide variety of vehicles like passenger cars. mopeds. tractors etc Automobiles represent freedom and economic growth. Automobiles are a liberating technology for people around the world. is one of the key segments of the economy having extensive forward and backward linkages with other key segments of the economy. to doctors. The Automobile Industry is one of the fastest growing sectors in India. light. . multi-utility vehicles such as jeeps. and other vehicles. scooters. motorcycles. three wheelers. powered by the increase in the income is the primary growth driver of the automobile industry in India. Mercedes-Benz India plans to increase its investment to Rs850 crore (US$ 158. Toyota Kirloskar plans to increase capacity at its two plants inBidadi.000 units a year. jobs. iron. jobs. Capacity at the first plant would rise from 90. The auto industry is the single greatest engine of economic growth in the world.35 million) investment at its production facilities in Aurangabad and Chakan in Maharashtra. engines and cabins. Nissan plans to introduce ten new passenger vehicles by the end of March2016. DC Design's Avanti planning its first sports car to be designed and manufactured in India. The industry continues to grow.88 million) by 2014.08 million) and the second plant's capacity is being increased from 120. The car's prototype has been showcased at the 11th Auto Expo and has been priced at Rs 2. The global auto industry is a key sector of the economy for every major country in the world. glass. glass.000 units. Autos create jobs. textiles. Building 60 million vehicles requires the employment of about 9 million people directly in making the vehicles and the parts that go into them. 000 units. VE Commercial Vehicles (VECV).5 million . with an investment of Rs 830 crore (US$ 155. resulting in more than 50 million jobs owed to the auto industry.000 units to100.Nearly every car trip ends with either an economic transaction or some other benefit to our quality of life. is readying a whole new range of trucks with new platforms. Karnataka. Volkswagen Group aims to increase output by 10-15 per cent on a €100 million (US$ 126. It is estimated that each direct auto job supports at least another 5 indirect jobs in the community. from 310. Autos are built using the goods of many industries. plastics. Many people are employed in related manufacturing and services. carpeting. aluminium. at a cost of Rs 70 crore (US$ 13. rubber and more. This is over 5 percent of the world’s total manufacturing employment.000 units to 400.000units to 210. computer chips.14 million) due to increase in demand for its models especially the Etios and Fortuner. including steel. the joint venture (JV) between Volvo and Eicher. registering a 30 percent increase over the past decade. (ii) The Commercial Vehicles to touch volumes of over 1.728).(US$ 46. the “Automotive Mission Plan (AMP): 2006-2016” has been prepared in order to make India a global automotive hub. As per the working group of Automotive Group for the 12th Five year plan the growth expectations are as follows: (i) Projection of Passenger Vehicles as 5 million units in 2015 and by about 9 million units by 2020. Role of Automotive Industry in India GDP-Foreign Investment The government of India has identified the automotive industry as a focus industry for Foreign Direct Investment (FDI) given its importance from an employment generation perspective. two and three wheelers and auto components) and providing employment to 25 million people by 2016. To accelerate and sustain growth in the automotive sector. (iii) Two and Three Wheelers expected to double to 22 million units by 2015 and reach 30million units by 2020.Bajaj Auto Ltd has entered into an agreement with Kawasaki Heavy Industries. Foreign Direct Investment (FDI) up to 100% is allowed under automatic route in the automotive sector. aims at doubling the contribution of automotive sector to GDP by taking the turnover to USD 145 billion (with special emphasis on export of small cars. MUVs.4 million by 2015 and over2. The Plan.2 million units by 2020. under which Bajaj motorcycles will be assembled and sold in Indonesia through Kawasaki’s distribution network as co-branded products The automobile industry is expected to witness strong growth through 2020. . This is essentially by growth in Indian market and expectations of India as global hub for export of small cars. This paper will give details on the FDI and in-relation to the development of production and export of Automobiles in India for the last decade – 2001 .583 million USD in the financial year 201112 against the projected target1 of 75.620 million’s in the financial year 2001-02 to 58. Automobile Industry is one of the key roles played in GDP factor of Indian economy.02 to 2011 12. FDI has an important contribution in the growth of a developing country. In 1950 the production was meagre 4000 vehicles and this production figure in financial year ending 2012 has grown to over 20 million vehicles with industry gross annual turnover of 10. technology transfer with managerial skills and applying improved management methods leading to cost reduction and may lead to increase in productivity. . giving manufacturer’s time to introduce and invest in new technology. This can also trigger in other areas in the developing economy like India.300million USD.Government to introduce new fuel mileage standards and labelling for new cars beginning 2015. In mid 80’s world over few countries allowed inward FDI for economic development and in 1991 India needed foreign investments to accelerate economic growth. It is essentially through an investment in equity or starting a subsidiary company. Automotive Mission Plan 2006-16 and vision 2020. Since independence (1947) to the FY 2012-13 (till October ’12) – automobile industry in India has grown reasonably well. more developments took place only after 1993. energy.Mahindra Group The Mahindra Group is an Indian multinational conglomerate headquartered at Mahindra Towers in Mumbai. with operations in over 100 countries around the globe. It is considered to be one of the most reputable Indian industrial houseswith market leadership in utility vehicles as well as tractors in India . and two wheelers. information technology. leisure and hospitality. The group has a presence in aerospace. industrial equipment. aftermarket. retail. automotive. construction equipment. real estate. defence. finance and insurance. agribusiness. components. logistics. India. farm equipment. Trade and Financial Services. In January 2011. Information Technology. Building on their expertise in the steel industry. [7] The new Managing Director. Mahindra and K. followed this reorganization with a new logo in 2000 and the successful launch of the Mahindra Scorpio (a wholly indigenously designed vehicle) in 2002. the Group had become so diverse that it undertook a fundamental reorganization. these changes helped make the company more competitive. the company was listed on the Bombay Stock Exchange.C.C. [5] Like many Indian companies. Mahindra changed the company's name to Mahindra & Mahindra. Mahindra & Mahindra is one of the 20 largest companies in India In2009. By 1956. and since then the Group's reputation and revenues have risen noticeably. In 1948. Mahindra and Malik Ghulam Muhammad in Ludhiana. Mahindra Rise.C. dividing into six Strategic Business Units: Automotive. Together with an overhaul in production and manufacturing methods.Mahindra & Mahindra was incorporated in 1945 by the brothers J. and by 1969 the company had entered the world market as an exporter of utility vehicles and spare parts. Infrastructure. Following the Partition of India in 1947. to unify Mahindra's image across . Punjab by the name Mahindra & Muhammad to trade steel. Forbes ranked Mahindra among the top 200 most reputable companies in the world. Anand Mahindra. and Automotive Components (known internally as Systech). It has continued to diversify its operations ever since through both joint ventures and Greenfield investments By 1994. the Mahindra Group launched a new corporate brand. Mahindra responded to the restrictions of the Licence Raj by expanding into other industries. Currently. They also won a contract to manufacture Willys Jeeps in India and began producing them in 1947. Mahindra & Mahindra created a tractor division in 1982 and a tech division (now Tech Mahindra) in 1986. the Mahindra brothers began trading steel with UK suppliers. Malik Ghulam Muhammad left the company and immigrated to Pakistan. Farm Equipment. K. ' In April 2012.industries and geographies. the Mahindra Group showed interest in purchasing the bankrupt automobile company Saab. The brand positions Mahindra products and services as aspiration. though was outbid by Saab's new owner National Electric Vehicle Sweden. supporting customers' ambitions to 'Rise. and actually placed several bids for Saab. Major business ventures Aerospace Mahindra Aerospace GippsAero Aero staff Australia Aftermarket Mahindra First Choice Agribusiness Mahindra Shubhlabh Automotive Mahindra & Mahindra (Automobile Manufacturer) Mahindra Truck & Bus Mahindra Reva SsangYong Motors Mahindra Two Wheelers . Military Defence Division Defence Land Systems Education . Mahindra Steel Service Centre Mahindra Systech Mahindra Ugine Steel Metalcastello S.A Consulting Mahindra Consulting Engineers Mahindra Logisoft Mahindra Special Services Group Defence Mahindra & Mahindra .p.Components Engines Engineering Mahindra Castings Mahindra Composites Mahindra Engineering Mahindra Gears and Transmissions Mahindra Forgings Mahindra Hinoday Ltd Mahindra Intertrade Mahindra Sona Ltd. Hospitality Club Mahindra Mahindra Holidays and Resorts Industrial Equipment Mahindra Conveyor Systems Information Technology Tech Mahindra Mahindra Satyam Mahindra Comviva Bristlecone CanvasM Farm Equipment Mahindra & Mahindra . Mahindra United World College of India Mahindra École Central Energy Mahindra & Mahindra .Farm Equipment Division Mahindra (China) Tractor Co Mahindra USA Inc Mahindra Yueda (Yancheng) Tractor Co .Energy Division Mahindra Solar One Mahindra EPC Services Pvt. Ltd. Mahindra Tractors Mahindra Gujarat Jiangling Tractors Financial Services Mahindra & Mahindra Financial Services Limited Mahindra Insurance Brokers Mahindra Rural Housing Finance Logistics Mahindra Logistics Luxury Boats Mahindra Ocean Blue Real Estate Mahindra Life spaces Mahindra World City Retail Mahindra Retail Sports Mahindra Racing Mahindra-NBA Partnership Mahindra-Celtic Football Club Partnership Defunct Mahindra Renault . . M&M journey has been more than 65 years in the making.Mahindra and Mahindra Limited (M&M) From humble beginnings to a global presence. C. Mohammed immigrated to Pakistan. The company changed its name to Mahindra & Mahindra in 1948. Its major competitors in the Indian market include Maruti Suzuki.It eventually saw business opportunity in expanding into manufacturing and selling larger MUVs. Mahindra and Mahindrais an Indian multinational automobile manufacturing corporation headquartered in Mumbai. Maharashtra. Mahindra and J. Over the past few years. Ashok Leyland. After India gained independence and Pakistan was formed. Hyundai. starting with assembly under licence of the Willys Jeep in India. an Indian conglomerate. Soon established as the Jeep manufacturers of India. the company has taken interest in new industries and in foreign markets. MercedesBenz (Merc) and others. Toyota. Tata Motors. India. It was ranked as the 10th most trusted brand in India. It is one of the largest vehicle manufacturers by production in India and the largest manufacturer of tractors across the world. It is a part of Mahindra Group. India Study 2014. Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as Mahindra & Mohammed by brothers K. It was ranked 21st in the list of top companies of India in Fortune India 500 in 2011. Today. Mahindra & Mahindra is a key player in the utility vehicle manufacturing and branding sectors in the Indian automobile industry with its flagship Mahindra XUV500 and uses India's growing global market presence in both the automotive and farming industries to push its products in other countries.Mahindra and Mahindra Limited (M&M)what began in 1945 as a Willy’s Overland Jeep assembling setup has now grown to become one of the top 10 industrial houses and most trusted names in India. by The Brand Trust Report. They entered the twowheeler industry by taking over Kinetic Motors in India . the company later commenced manufacturing light commercial vehicles (LCVs) and agricultural tractors. Mahindra and Malik Ghulam Mohammed.C. the joint venture with International Truck. produces SUVs. Its global subsidiaries include Mahindra Europe. Mahindra South Africaand Mahindra (China) Tractor Co. and two wheeled motorcycles and tractors. multi-utility vehicles like the Scorpio and the Bolero. Mahindra maintains business relations with foreign companies like Renault SA.Mahindra & Mahindra. It formerly had a joint venture with Ford called Ford India Private Limited to build passenger cars. France. based in Italy. It manufactures over 20 models of cars including larger. branded on its products usually as 'Mahindra'. saloon cars. Automobile Assembly Plants Bangalore. M&M has a global presence [and its products are exported to several countries. USA. M&M will make its maiden entry into the heavy trucks segment with the Mahindra Truck and Bus Division.. Mahindra started making passenger vehicles firstly with the Logan in April 2007 under the Mahindra Renault joint venture. Karnataka. Maharashtra. It owns assembly plants in India. and has three assembly plants in the United States. Mainland China (PRC). India o Mahindra e2o Chakan. the United Kingdom. Mahindra produces a wide range of vehicles including MUVs. Ltd. India o Mahindra Maxximo . pickups. commercial vehicles. Mahindra USA Inc. LCVs and three wheelers. India o Mahindra Thar o Mahindra Xylo o Mahindra Quanto o Mahindra Bolero o Mahindra Scorpio o Mahindra Pik-Up o Mahindra Verito o Mahindra XUV500 . India o Mahindra Bolero Nasik. Uttarakhand. Maharashtra.o Mahindra XUV500 o Mahindra Pik-Up o SsangYong Rexton Haridwar. formerly called Mahindra Navistar Mahindra International. is an Indian commercial vehicle manufacturer formed in 2005 from a joint-venture between Navistar International (49%) of the United States and Indian automobile maker Mahindra & Mahindra (51%).It has been demerged into Mahindra & Mahindra ltd and became a separate division. efficiency and customer . Ranging from 3500 kgs to 49000 kgs GVW/GCW. Clearly. The 1960s was a time when India was importing vehicles and technology to meet its transport and delivery needs.Mahindra Truck and Bus Division Mahindra Truck and Bus Division. decided to use its manufacturing experience and knowledge of Indian roads and combine it with expertise from all over the world to manufacture Light Commercial Vehicles (LCVs) Mahindra Truck and Bus has rolled out the entire spectrum of commercial vehicles in India. That’s when Mahindra & Mahindra Ltd. the need of the hour was a range of indigenously developed vehicles that were designed for the rugged and unpredictable Indian terrain. these vehicles aim at establishing new standards of reliability. has a presence across India. a management development program for Youth Transport Entrepreneurs. Mahindra has become a leader in every category in which they offer products in Truly. and their needs and dreams. The CRX range is used for moving industrial and household goods. These vehicles have diverse applications.centrism that are previously unheard of in the commercial vehicle industry Mahindra’s LCV range. etc. education and transport sectors Addressing the varied needs of people. The Touristeri series is being used by governments and in the IT. we have designed and pioneered a program called ‘MPOWER’. Mahindra has been creating a strong customer centric brand in the LCV segment. goods. used in infrastructure development. all move with Mahindra Mahindra Truck and Bus aims to be a change agent by encouraging youth to join the transport industry and thereafter. through the length and breadth of India. To meet these objectives. we have formed a partnership . To make sure that they are well prepared for the competitive industry and deliver excellence at the same time. We intend to equip the new generation of the transport industry with new techniques to take their family business to newer heights. currently consisting of the CRX trucks and Touristeribuses. The idea is to EMPOWER them with skills to improve current operations as well as to deliver the knowledge for transforming the industry in the long term. by empowering them. While working towards this. people. Mahindra occupy the premier position in the school bus segment and the company has been ranked second in customer satisfaction (by TNS – Truck Track). Indian Institute of Management.with Knowledge Partners who have the reputation of being the very best in their respective areas . When it comes to maintenance. truck and special vehicles Tourister Buses: Mahindra offer three range of buses which are Tourister Cosmo: Performance The Tourister Cosmo is powered by the superior CRDe engine that comes with a proven efficiency. The superior axle material ensures great durability and load carrying capacity. So when you invest in a Tourister . Indian Maritime University (IMU) and Anantara Solutions Pvt. Moreover. Ahmedabad (IIM-A). It is low on maintenance and its spare parts are easily available.saving you time and money. The build quality is excellent owing to the sturdy aggregates and high strength steel that is used for the construction. the Cosmo will be able to scale up even the steepest of slopes with absolute ease. the Tourister Cosmo is like your ideal business partner . Ltd Mahindra Truck and Bus Division offer three category of product range tourister buses. This powerful engine offers great acceleration and tremendous pulling power for faster and more frequent trips. Reliability Tourister Cosmo is constructed using strong tubular body structure and a 20% thicker chassis. anti-skid vinyl flooring. large windows and ergonomically designed seats ensure maximum comfort for the passengers Safety The Tourister Cosmo is constructed using a strong tubular structure that makes it a really tough vehicle. These features itself makes the Cosmo safe. Mahindra Cosmo is the only bus which comes installed . The Cosmo’s exterior creates a great impression with its curved line design and attractive front and rear fascia. However. you can rest assured that you will get outstanding performance for years to come Comfort Cosmo’s spacious compartments. The 32 and 40 seater Cosmo buses are also equipped with air brakes. While the bright and strikingly attractive interiors make every journey a pleasant experience Tourister Cosmo School Bus: Mahindra Cosmo school bus has the same CRD engine which the regular Cosmo Bus has and all the specifications of the bus are same except the 23 RTO norms which a school bus must have. Style Tourister Cosmo is designed to reflect the modern times. padded hat rack.Cosmo. to ensure the passengers feel absolutely secure it is also packed with various safety features like full length foot step. bigger windshield and two emergency exits. Also the front and rear fascia are metallic. adding to the strength of the Cosmo. brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by .with all the RTO norms for the school bus from the manufacturing plant itself TouristerExcelo Theoretical topic: background of the Effective sales promotion: Sales promotion is a part of marketing mix after deciding price and packaging of the product falls the need for promoting the product in the market. and is correctly associated with a particular product. Expressed usually as a percentage of the target market. for a product it is very important to be known in the market so that when a customer thinks of buying the product of same category s/he must think about the product of a particular brand for which different types of promotional activities are used Brand awareness: it is the extent to which a brand is recognized by potential customers. .how well the consumers can identify the brand under various conditions.[2] Brand awareness includes brand recognition and brand recall performance. sales promotion. Instead. Promotion mix: The promotional mix is the coordination of marketing activities which includes publicity. it often means that consumers can respond to a certain brand after viewing its visual packaging images. direct marketing and personal selling. Brand recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand name.[3] Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory. advertising. Creating Interest The aim here is to identify a need that the product fulfils and make sure that the customer recognizes this need as something that is unfulfilled for them. it is time to start a conversation with the consumer about the product. Enhancing Awareness The primary objective was to create more awareness of various products of Mahindra in the Bus segment and also to tell them about our cutting edge innovation in Engine through CRD engine that has direct and measurable impact on mileage and performance of the vehicle. as well as to create and foster brand loyalty. Once a company has worked on the product and price elements. promotion includes all activities that involve communicating with the customer about the product and its benefits and features. This includes raising awareness through different mediums to increase sales. .Objective of the study: As part of the marketing mix. features and usage to the consumer. The new feature on the existing product has been highlighted Stimulate Demand The company seeks to enhance its sales through promotion. the aim may be to increase sales further at certain times of the year such as near a major holiday. This helps turn a first time purchases into a life time purchaser. The focus here remains on those features. its benefits. Unique features and benefits have to be explained. Because of the fall in the salesthan usual.Providing Information Here the aim is to give necessary information regarding the product. Reinforce the Brand One basic aim of a promotional activity is to further strengthen the brand and its place in the market. the aim here is to get them back up to target level by re-engaging old customers and encouraging new ones to try a product out. Differentiate product As the company has many competitor in the market the unique features which Mahindra buses offer has to be explained so that the product can be differentiated with the other brands product. In other instances. functionalities or benefits that may not be offered by a competitor or may not be offered so well. This can also help create advocates for the product from within the customer base . Free demonstrations or special deals may be used to reach these ends. It also involved Market Segmentation and anticipating and creating a demand across the below categories: Corporate Houses/Companies Individual fleet owners Schools and Colleges .Scope of the Study The scope of the study encompassed reaching out to existing customers and to exploit potential markets and penetrate into untapped areas. it just constitutes one part of data collection i. There were limitations for primary data collection because of confidentiality. 2) Limited period: .In order to corroborate the impact of any promotional activity. Competitor comparison. the tenure has to be substantially large. Limitations 1) Limited data:This project has been completed with challenges due to nonaccess to requisite data. I could only . secondary.This involved giving LIVE demos of the various products and offerings of Mahindra Buses.e. Roadshows and collaboration with various events for display of Mahindra products. Since the internship lasted for only two months. Some of the respondents could not give their proper response due to lack of time. we could not penetrate through all markets. 4.partner in the execution stage and the impact in the long run has not been assessed yet. so the scope of more in-depth evaluation was not possible 6. Especially this happened when they were asked about the number of buses they owned. They at times tend to get biased and project a rosy picture which may affect the reliability and relevanceof the study. There was no provision of visiting cards for the summer trainees which hinder communication at times 5. Research Methodology: PurposeThe basic purpose of this research is to find out the factors affecting the decision of the consumer to purchase buses. It might also be so that some respondents were not motivated enough to respond properlyalthough full attempt was made to keep it as unbiased as possible. 3. so the limited area of the study mayaffect the conclusions 2. 3) Limited area:This project was confined to only reaching out to Corporates and schools within Pune with no leads while there could be scattered customer base in the periphery of Pune city. . The study was conducted in Pune regions only. The duration of the project was short. Some of the respondents didn’t give exact answers related to some questions because they didn’t want to reveal thinks to a stranger. Consumers have faith in the brand Mahindra & Mahindra. The techniques and concepts used during primary research in order to arrive at findings. planned approach to the research project and ensures that all aspects of the research project are consistent with each other. recommendations and ultimate actions. to . each representing the answer to a key question. The research process provides a systematic.Eicher. RESEARCH DESIGN I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry. It represents translating the management problem into research problem. Research studies evolve through a series of steps. Research Methodology A research process consists of stages or steps that guide the project from its conception through the final analysis. which are also dealt with and lead to a logical deduction towards the analysis and results.ProblemTo find out problem is the first stage of the research process. INTRODUCTION This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. still its market share is veryless as compared to Tata motors. which I feel remain unanswered or liable to change. Each step is viewed as a separate process that includes a combination of task . 6* Communication of results. impersonal and ongoing. systematic.review and critique the industry norms and reports. valid. this shall be further taken up in the next stage of exploratory research. which inhabit growth and segmentation in the industry. RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering: 3* Determination of information research problem. The steps undertake are logical. descriptive and causal research. on which certain issues shall be selected. 4* Development of appropriate research design. step and specific procedure. This stage shall help me to restrict and select only the important question and issue. 5* Execution of research design. objective. reliable. The various tasks that I have undertaken in the research design process are : 1* Defining the information need 2* Design the exploratory. EXPLORATORY RESEARCH . focus groups. Sources include census reports. Consists of original information that comes from people and includes information gathered from surveys. An example is information gathered by a questionnaire. Information compiled inside or outside the organization for some purpose other than the current investigation Researching information. Qualitative or quantitative data that are newly collected in the course of research. As compared to secondary data which is previously gathered data. Data gathered by the researcher in the act of conducting research. There are two types of secondary data: internal and external secondary data. independent observations and test results. and subscription services. SECONDARY DATA Information that already exists somewhere. This is contrasted to secondary data. observation or experimentation. which entails the use of data gathered by someone other than the researcher information that is obtained directly from first-hand sources by means of surveys.The method I used for exploratory research was 7* Primary Data 8* Secondary data PRIMARY DATA New data gathered to help solve the problem at hand. which has already been published? Market information compiled for purposes other than the . having been collected for another purpose. trade publications. government. to review and critique the industry norms and reports. such as a market research company or the U. such as existing sales-tracking information. it can be internal data. which I feel remain unanswered or liable to change. on which certain issues shall be selected. this shall be further taken up in the next stage of exploratory research.current research effort. or it can be research conducted by someone else. DESCRIPTIVE RESEARCH STEPS in the descriptive research: Statement of the problem 9* Identification of information needed to solve the problem 10* Selection or development of instruments for gathering the information 11* Identification of target population and determination of sampling Plan. Secondary source of data used consists of books and websites My proposal is to first conduct a intensive secondary research to understand the full impact and implication of the industry. 12* Design of procedure for information collection 13* Collection of information 14* Analysis of information .S. may refer to groups with specific demographic or geographic characteristics.DATA DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION It is a description of the characteristics of that group of people from whom a course is intended. among other things. The group of people you are trying to reach with a particular strategy or activity. or the residents of a particular geographic area. A population to be reached through some action or intervention. Operations Management and Leadership. rural residents. for which a given course of instruction is intended. Topic areas: Governance.. age.e. sex etc. The audience defined in age.The specific population intended as beneficiaries of a program. background. . ability. Accountability and Evaluation. A specific resource set that is the object or target of investigation. This will be either all or a subset of potential users. and preferences. The target population is the population I want to make conclude an ideal situation. Also called the audience the audience to be served by our project includes key demographic information (i. women. It attempts to describe them as they are rather than as the describer would like them to be. the sampling frames to matches the target population. such as adolescents.). The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. as interviewers are guiding the respondent while the questionnaire is being filled out. these advantages . Openended questions can be biased by the interviewer’s views or probing.I have selected the sample trough Simple random Sampling SAMPLE SIZE: This involves figuring out how many samples one need. probing and clarifications maximize respondent understanding and yield complete answers. As interviewers. The numbers of samples you need are affected by the following factors: 15* Project goals 16* How you plan to analyze your data 17* How variable your data are or are likely to be 18* How precisely you want to measure change or trend 19* The number of years over which you want to detect a trend 20* How many times a year you will sample each point ERRORS IN THE STUDY Interviewer error There is interviewer bias in the questionnaire method. board etc. social desirability and courtesy biases. Sales promotion at Dealers Level:It may include various schemes some of which are discussed here. (i) Advertising Materials:The advertising material prepared by the company such as store signs. attitudes or facts required additionally Data Analysis: Sales Promotional at different levels 1. shelf signs. banners. opinion. are distributed to .are offset by the problems of prestige seeking. Respondent error The respondents selected to be interviewed were not always available and willing to co operate also in most cases the respondents were found to not have the knowledge. (ii) Store Demonstration:In the promises of the whole seller or the retailer the products sales personnel will conduct special demonstration for the company’s product. They encourage the retailer to stock the product. A personal demonstration is good to introduce a new product at its peculiar advantage can be high lightened and the consumer’s doubt clear. The consumers many receive a price reduction of the stated values of the coupon at the time of purchase. One over knows how many customer would have . What is important is that a coupon offer does not spoil the named price of the brand nor does it un pair the margin of the dealers. Usually these are arranged along with trade fair and exhibition. But it is not easy to measure the effectiveness of a coupon offer. A good demonstration with a great dealer of action will draw heavy crowds in to the store and will attract attention to the product. Coupons act as a short run stimulus to the sale of the product. Sales promotion at consumer’s level The various schemes of sale promotion at Consumer’s Level may include. since they are directly tied with the purchase of the item. 1. Coupons (A Chit of Stated Value) :These are given directly to the consumer these coupons are in most cases kept inside the package. Besides effecting sales these shows impress the company’s name generally on the public. The retailer receives reimbursement for the value of the coupon form the manufacturer.sub dealer for display purposes this is in fact a method of advertising. It can be used to restimulate an old product. (iii) Special Display and Shows:These are in seasonal in character but could be arranged in an elaborate manner and for all the products of an company. Price-off-offer (Also known as bargain offer price packs) :This offer is intended to stimulate the sales during a slump season.bought the product without the incentive. Offering Reasonable Terms of Sale:- . 3. substitutes etc. It is also difficult to find out how many customers were held after the coupon offer expired. their like and dislike complaints and criticism. It is also used when a substitute for competing product enters the market. Other Steps by Manufacturer for Promoting Sales Dealers can be helps in different ways:- 1. 2. Inviting to Sales Conference and Convention:The gestures of regard and respect pave the way for better relation and co-operation. Consumers may simply shift to the products that offer this scheme. In this method the customer is offered a reduction from the printed price list. Secondly that is not conductive to building up brand loyalty. These can be trade resentment particularly when the retailer raises the price to retain his margin. Communicating Market News:Often this service is reciprocal the manufacturer may acquaint his dealer with the fact relating to his production and prices while the dealer may familiarize him in return with the information bearing on charges in the consumer's demand. Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker and less desirable methods of promotion. 2. Of all the forms of encouragement, the monetary incentive evokes immediate response. Hence every producer must offer the most responsible terms of sale such as longer periods of credit and higher rates of descants. 4. Supplying suitable packages and useful things. 5. By taking the return back. 6. By furnishing them with sales literature and display materials. Observation & Conclusion: The attempt at changing mind-sets was divided up into two challenges. The first to move negative perceptions to neutral and the second to move neutral perceptions to positive. An integrated press and public relations plan was devised and rolled out to address the first challenge and communicate the changed company and product to the audience. Factory visits, meetings and interviews with designers and engineers, motor shows, sponsorships, displays at public arenas and well planned advertisement campaigns were part of this strategy. These efforts helped reduce the strong negative image and create the basis for further shift towards a positive image. In attempting to address the second challenge, the company needed to encourage consumers to think about buying the product. This is not possible only through advertising for example, but needs a focus on building up the brand and what it stands for. This was done by emphasizing Mahindra’s brand values through cars that were practical, reliable, functional and robust. This was also reiterated through a focus on quality and value for money for the customer among other things. SWOT ANALYSIS Strength: (a) Trust people are having in the brand name Mahindra motors. (b) Strong relationship with dealers (c) Number of authorize service station is in good number than that of competitors (d) Product is based on M-HAEK and CRD engine which are successfully running on roads. (e) Most of the market is credit driven so easy finance provided by Mahindra motors (Mahindra finance) itself and others is an edge over competitors. (f) Stylish when compared to Tata product. (g) More spacious than Tata product. (h) Safer than Tata product. (i) The size of fuel cylinder is large. Therefore to go number of times to a petrol pump for filing. Weaknesses: (a) Dealers are selling vehicles at different prices in a single city. (b) Changing of original parts by a dealer. (c) Type of MRF is not having a very good claim processing system. Claim processing is carried out only twice a week. (d) Average is less than that of Tata product. (b) Strong presence of Tata product and Eicher product . (e) Maintenance cost is high. (c) Lenient norms for generation of permits. Opportunities: (a) Improving road infrastructure. (b) Standard of living of country people are improving day by day because of increasing per capita income so there is a chance of spreading the business in every nook corner of the city. Threats: (a) Demand contraction due to marketupheaval. most of the people are satisfied with it. 5 If we took the satisfaction level of people toward cosmo. 1 Mahindra Cosmo has excellent percentage of customer satisfaction according to the data shown in table 1 of the data analysis and Interpretation topic. 2 Based on the fuel consumption. . it becomes good. 3 Based on Safety and Comfort.Recommendations: FINDINGS Based on the data gathered by administrating schedules to customers the following observations are made. Maintenance most of the people are satisfied with it. Design. Space. 4 Large numbers of Cosmo user are aware of its power steering and Air Brake. 6 Its features and style satisfy most of the people. of Respondent Percentage .(1) Do you own a stylish bus? Yes No 78% 22% Source: Questionnaire Figure:1 Satisfied Dissatisfied Interpretation 1: The sample drawn on probability basis shows that 78% of the customers were satisfied with Bolero variant and only 22% were not satisfied with Bolero variant.DATA ANALYSIS & INTERPRETATION Table No. Table No: 2 Factors affecting customer satisfaction towards Mahindra Cosmo Factor No. Features 18 12% Low Maintenance 51 34% Comfort 27 18% Style 24 16% 30 20% After Sales Service Source: Questionnaire Figure:2 No. Followed by Comfort which corresponds to 18 %( 27 respondents). of Respondent Features Low Maintenance Comfort Style After Sales Service Interpretation 2: The sample drawn on the probability basis clearly shows that 34% (51respondents) are the opinion that low maintenance is the satisfaction factor Bolero and 20 %( 30 respondents) of them who view After Sales Service as a vital factor for customer satisfaction. . Style with 16% (respondents) and only 12%(18 respondents) of them view that feature of Cosmo as satisfaction factor. Mahindra should focus on the aspects. Factor Percentage Extremely 27% Satisfied Satisfied Neutral Dissatisfied Total Source: Questionnaire Figure: 3 49% 17% 7% 100% .Observation: Majority of the respondent are of the idea that low maintenance of the top most feature contributing to customer satisfaction followed by after sales services comfort style and features As such. which will enhance the customer satisfaction and thus the market share Table No: 3 Customer opinions towards fuel consumption. Table No: 4 Customer opinions toward Safety and Comfort.Percentage Extremely Satisfied Neutral Satisfied Dissatisfied Total Interpretation 3: respondents 100% of the respondents 49% of the approached were satisfied with the fuel consumption of the Bolero. Observation: As majority of the respondents are satisfied with the fuel consumption of Mahindra Cosmo. 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of Cosmo. Factor Percentage Extremely Satisfied 23% Satisfied 47% Neither Satisfied & 20% Dissatisfied Dissatisfied Total 10% 100% . Followed by 27% was extremely satisfied. the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. 17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of Cosmo.Source: Questionnaire Figure: 4 Percentage Extremely Satisfied Satisfied Neither Satisfied & Dissatisfied Dissatisfied Total Interpretation 4: 100% of the respondents 47% of the respondents approached were satisfied with the safety and comfort feature of the Bolero. Followed by 27% was extremely satisfied. Observation: As majority of the respondents are satisfied with the safety and comfort feature of Mahindra Cosmo. Table No: 5 Customer opinions toward Design. the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. Factor Extremely Satisfied Percentage 20% . 20% were more satisfied. 27% of them neutral and 13% are dissatisfied with the design of the Cosmo.Satisfied 40% Neutral 27% Dissatisfied 13% Total 100% Source: Questionnaire Figure: 5 Percentage Extremely Satisfied Satisfied Neutral Dissatisfied Total Interpretation 5: 100% of respondents 40% of the respondents approached were satisfied with the Design of the Bolero. Observation: As majority of the respondents are satisfied with the design of Mahindra Cosmo. . the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. Table No: 6 . Observation: As 80% of the respondents are happy with the space availability of the Mahindra Bolero vehicle. 27% were more satisfied. 17% of neither satisfied and dissatisfied and 3% are dissatisfied with the space availability of the Cosmo. it can be . Factor Percentage More Satisfied 27% Satisfied 53% Neither Satisfied & 17% Dissatisfied Dissatisfied 3% Total 100% Source: Questionnaire Figure: 6 Percentage More Satisfied Satisfied Neither Satisfied & Dissatisfied Dissatisfied Total Interpretation 6: The sample drawn on the probability basis shows that out of 100% of respondents 53% of the respondents approached were satisfied with the space availability of the Cosmo. Majority of the respondents are satisfied with the safety and comfort feature of Mahindra Cosmo. the company should maintain the same standard and it is suggested to come up . As majority of the customer give opinion that they are satisfied is the factor. services and design of the product of the company should taken not only maintain the existing standard but also enhance them. The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction.conducted that the company has undertaken proper R&D in this aspect. the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. The company should promote about the entire feature offered by it. RECOMMENDATION Mahindra Company has to implement good customer relationship management strategy that enhances customer satisfaction level. As majority of the respondents are satisfied with the safety and comfort feature of Mahindra Cosmo. Bibliography and References: Company’s Manual R.outlookindia.M. which will enhance the customer satisfaction and thus the market share. As such. M Pearn& R Kandola. www. Job Analysis.com Marketing Management by Philip Kotler . Mahindra should focus on the aspects. Manpower Planning. Recruiting & Selecting Personnel. Bernard Ungerson. The Romance of .Lala.Mahindra Truck And Bus Division. John Bramham.com business.with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. .Annexure: Customer related database is maintained in an excel sheet and can be furnished on request. .
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