A STUDY OF MARKETING STRATEGY ANDANALYSIS OF SCORPIO mHAWK

A Sip Report Submitted By:

MR. GAURAV P. KOSHTI

(M.B.A.-I)

Under the guidance of:

(MR. RAJENDRA SHIRALEKAR)

Submitted to:

The HOD

Department of Business Administration & Management

Sant Gadge Baba Amravati University, Amravati

(2009-10)

CONTENTS

1. PROFILE OF THE COMPANY Name Location Historical background Products Number of departments Number of employees Human resource policies Information about marketing Vision and mission

2. SUBJECT TAKEN FOR SIP Introduction

Making of Mahindra scorpioProduct trainingMahindra scorpio mhawk

Objectives Methodology conclusion

ACKNOWLEDGEMENT

I take this as an opportunity to express my regards to Mr.Vishal ghute (Workshop Manager) who helped me to undertake this project. It was a great experience to have practical knowledge, which would not have been possible without his help.

I obliged to Mr. Rajendra Shiralekar (Team Leader) & Miss. Preeti Malao (Showroom Consultant) for providing me support and help whenever I needed.

They gave me the opportunity to attend the various training program and seminar which are held in Amravati for giving the product knowledge and market knowledge.

I am deeply grateful to each one who helped me directly or indirectly in completion of this project.

Thank you

Gaurav P. Koshti

MBA (2009-11)

1. Profile of the Company

Name of the company:

Unnati motors (an authorized dealer of Mahindra and Mahindra automotive)

Location:

Unnati Motors: Amravati Branch

Navathe Plot, Opposite Khamgaon Urban Bank, Badnera Road, Amravati

Phone: 0721 – 2510780

Unnati Motors: Nagpur Branch

Near MHKS Petrol Pump, Kamptee Road, Nagpur

Phone:0712-2633184-87

Unnati Motors also operates at Yavatmal, Wardha and Wani through its modern branch network.

Historical background (Unnati Motors):

Unnati Motors is one of the leading dealerships for the M & M vehicles in Vidarbha region & one with biggest infrastructure in Central India. Unnati motors is a division of Micropark Logistics Private Limited. Micropark Logistics Pvt. Ltd. is in Automobile Dealership business under the banner of UNNATI MOTORS. Established in year 2004 with dealership for Mahindra & Mahindra – INDIA’S leading automobile brand. Unnati motors having its main office in Nagpur which is established in year 2004, and the amravati branch is established in year 2005. Unnati motors is owned by in partnership of mr. parikh (Parikh Enterprises) and mr. mehadia (Mehadia & Sons).

Micropark Logistics Private Limited is in the business of DISTRIBUTION, WAREHOUSING and C & F Agencies. ‘Micropark’ is one of the pioneer operators in the field of Supply Chain Management in Central India.

Micropark as an organization works for achieving the highest level of customer satisfaction on a continuous basis.

‘Customer Orientation’ is core to all the processes involved in area of its operation. Due to its process driven approach Micropark Group is one of the first organizations in Central India to receive ISO 9000:2001 certification across its sister concerns.

The group’s entry in the field of supply chain management started with one of its sister concern M/S Mehadia & Sons being appointed as the C & F agents’ for M/S SMITHKLINE BEECHAM in the year 1984. Since then ‘Micropark’ as a group has grown into a Logistic Solution provider for around 20 companies of high repute in Pharmaceutical, Automobile, Consumer durables & FMCG sectors.

M&M (Automotive Sector) History

M&M’s 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 Indianmarket, initially by importing and assembling WILLYS JEEP KITS. The manufacture of utility vehicles commenced in 1954 in collaboration with WILLYS Overland Corporation and itssuccessors, 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&M’s automotive division has five manufacturing plants, three in the state of MAHARASHTRA and one in ANDHRA PRADESH. In Maharashtra, its plant in Mumbai and Nasik manufacture multi-utility vehicles, and engines are produced at the Igatpuri plant. Light Commercial Vehicles are manufactured at the company’s 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 been recommended for the TPM excellence award. Our engine plantat 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 inMumbai and Igatpuri are also ISO: 14001 certified.

Core Business Activities

Automotive Farm Equipment Systech Financial Services Information Technology Infrastructure Development After-Market Two-wheelers Mahindra Partners Division Specialty Services

PRODUCTS

Mahindra & Mahindra is known for its in utility vehicles, commercial vehicles & personal vehicles. In order to clearly differentiate the segment in which Mahindra is playing, thecompany has divided all its products into 3- different channels.1. Channel 1 personal -SUV2 .Channel 2 prosper –UV3. Channel 3MIL –LCV

Channel 1 – Personal: - This segments categories for personalUse or family use Scorpio & Logan are in Channel 1Different VariantScorpio-M2Di (more mileage diesel engine PS, LX (PS, PW, AC Trittabled S DX (LX +Rear Wiper, Black Cladding, Foglamp)SLX (DX+MP3, Self Color Cladding,Alarm System)

V-SeriesVLS (SLX + Alloy Wheel+ m-Hawk Engine,Cruise Control,Tyre- tonics’, Intellipark, Rain Sensor, LightSensor, AudioControl on steering, Immobilizer)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- 2Soft Tops: -CommanderHard Tops: -SavariMaxx FestaraMaxx Passenger

Bolero: -DIDIZ (AC, Suspension)SLE (AC, Suspension PS)SLX (AC, PW, CL, MP3)Pick-up:-Maxx Pick-upMaxx Maxi TruckFlat BedSingle CabinDouble Cabin

3-wheelers: -Mahindra championAlfa 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 asMIL (Mahindra InternationalLtd.)Mahindra DI 3200Mahindra Load king Load Careera) 6T HSD (High Side Desk)b)6T FSD (Fixed Side Desk)c) 4T HSDd) 4T FSDe) LWB 6TLoad King Super (6T) CAB & CHASSISVikrant(9+1, 12+1, 14+1)

Passenger & School BusTourister -17 Str. School & Passenger25 Str. School & Passenger34 Str. School & Passenger42 Str. School & Passenger

Ambulance-T. 17 Str.Delivery VanPlatform

CAR MODELS

Mahindra Bolero Mahindra Bolero Camper Mahindra Bolero Inspira Mahindra Bolero Stinger Concept Mahindra Scorpio Mahindra Scorpio Getaway Mahindra Scorpio First Mahindra Xylo Mahindra Legend Mahindra MM550 XD Mahindra-Renault Logan (in cooperation with Renault) Mahindra Axe Mahindra Major Mahindra Souvenir Concept Mahindra Commander Mahindra Grand Vitara Mahindra DI Mahindra Cab Chassis

Number of departments:

M&M automotive have various departments:

Human Resource Department Finance department Marketing department Production department

UNNATI MOTORS at Amravati branch having departments:

Human Resource Department Finance department Sales and Marketing Department Technical Repairing Shop

Services by unnati motors

Unnati motors provides the accessories, spare parts, best after sales services, to the customers. The maintenance and repairing of vehicles is done at workshop. At Unnati Motor’s workshop all the Service and Repair jobs are performed by professional & Company trained engineers. The 32 bays workshop is state-of the art, equipped with all modern equipments, Standard tools and using genuine spares & material.

Number of employees:

M&M employees around 11,600 people. There are 30 employees are working in unnati motors Amravati branch, divided in various departments.

HR POLICIES:

 The HR Policy aims to enable executives to reach their full potential through appropriate placement / assignment, supported by education and training. This will help them contribute fully to the success of the Mahindra Group's businesses and sustained profitable growth. Thrust areas of Training & Development Initiatives

1. Customer-centric Corporation 2. Global Managers Programme after identification of talent pool3. Leadership and leading change4. People Management           - Coaching & Mentoring           - Managing Conflicts, Team Working5. Innovation6. Strategy 7. Technology Orientation8. Leadership Communication Programme for Executives 9. Multi-functional General Management Programmes.10. Marketing for Non-Marketing functions.11.Finance for Non-Finance functions12. 'The Mahindra Way' - A Manager's Induction Programme into the Mahindra Group.     Shadow Boards

The Mahindra Group follows a unique practice called Shadow Boards to help anticipate change, and throw out outmoded ways of thinking and working. This practice ensures that young high potential managers are more involved in the planning process of the Company. Their mandate is to discuss and give recommendations on major issues, both strategic and operational, and identify critical success factors. Shadow Boards impact our work in the following ways:

 

Voice out-of-box views of Generation Next

Challenge established modes of thinking  

Offer new perspectives and insights 

Catalyses implementation  

Help in the grooming of future business leaders

The Mahindra Group offers a number of High Value Leadership Lifecycle Programmes for leadership development at key transition points for Managers. 'Bodhivriksha' (a place of enlightenment), is a world-class, in-house Management Development Centre that has been set up to promote business values and leadership skills at Nashik. High Value Programmes There are a number of programs at the corporate level for high potential talent. The two that deserve particular mention are as follows:

1. Global Managers Programme    Programme Objective:

• To provide insights into understanding globalization and its     impact on industry• To appreciate the nuances of International Trade and Finance • To give a perspective on International Marketing, Branding     and Strategic Planning• To understand the importance of cross-cultural sensitivity

 Key Programme Content:

• International Marketing & Strategic Selling•  Customer Relationship Management•  Cross-cultural Sensitivity - Cultural Nuances in China, South    Africa, USA, Europe and Middle East•  Four T's: Training, Transfer, Teams and Travel•  Global Marketplace: Implications for domestic/global marketing    strategies/projects•  Scenario Planning•  Nuances of Legal and Contract Issues    

2. Customer-centric Corporation Programme Objective:- • To help understand consumer preferences, perception and behavior • To set frameworks for new product development• To help understand brand equity• To create unique value for the targeted customer    

 Key Programme Content:- • Understanding customer expectations • Capturing the voice of customers of the Mahindra Group - Benchmarking studies, J. D. Power, CSI etc.

• Setting frameworks for new product development • Positioning for competitive advantage • Creating value for competitive advantage • Co-creating value through experience   'Bodhi Vriksha' - Mahindra Management Development Centre   The potential for learning is limitless. This is the spirit of Bodhi Vriksha, the Mahindra Management Development Centre. Established in 1999, this residential training facility for the Mahindra Group's management staff aims to promote business values and leadership skills. This is in keeping with the Group's belief that systems and practices must be upgraded constantly to keep pace with the dynamic business environment.

Information about marketing:

The marketing manager of unnati motors is actively looking upon the all marketing activities. Marketing manager plans, directs, organize the sales persons, and regulates all the necessary activities required for effective marketing purpose.

The sales executives operate under the guidance of sales manager. Every sales representative assigned the specified work. As there are two types of vehicles (passenger and transport) the marketing strategies, plans are different. Loading vehicles are mainly use for the commercial purpose while the passenger cars are use for travelling purpose.

The loading vehicles are marketised amongst the small scale industries where the transportation is very frequent and important factor. Also these types of vehicles are used for transportation of raw materials, finished goods, from one place to another.

The passenger vehicles are mainly use for travelling purpose. The families where members are more in numbers are the target customers.

Vision:

To create a fully collaborative environment in which suppliers can deliver exactly what the company needs, when it needs it, and at a competitive cost.

Mission: To create India's largest automobile and automobile-related products distribution network by providing dealers and customers with the largest choice of unique world-class products and services.

We don't have a group-wide mission statement. Our Core Purpose is what makes all of us want to get up and come to work in the morning.'

- Anand G. Mahindra

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 country’s 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 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.

2. SUBJECT TAKEN FOR SIP:

A STUDY OF MARKETING STRATEGY AND ANALYSIS OF SCORPIO mHAWK.

Introduction: While doing SIP in unnati motors for Mahindra and Mahindra automotive, I decided to study of marketing strategy and depth analysis of the Mahindra scorpio mHAWK. Mahindra mHAWK is the advanced model of Mahindra scorpio. Mahindra scorpio is best SUV (sports utility vehicle) by mahindra. In 2002 Scorpio was launched. Scorpio look is better and it is spacious and luxurious, which after launched shows consistent increased growth in selling and is more accepted by the customers.

MAKING OF MAHINDRA SCORPIO

Prior to the mid-nineties, M&M was an automobile assembly plant. The company used to manufacture WILLYS JEEPS and its minor modified versions (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 didn’t have the know-how of making a new age product, they devised a whole new concept among Indian auto companies. For their growth, the company roped in new executives such as DR.PAWAN GOENKA and ALAN DURANTE who have worked in this industry in western countries.The company broke the rule that says automakers must design, 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 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:-

IndiaItalyFranceSpainPortugalTurkey

Sri LankaNepalBangladeshEgyptRussiaMalaysiaSouth AfricaChile:-The Scorpio Pick-up is the first passenger vehicle of the Mahindra brand to be offered in Chile, and both were presented to the press the night of July 25th 2007

Mahindra Scorpio SUV & Pick-Up range launched in Brazil

Product training

The 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)....

ENGINEIn the engine I carefully studied the location & functions of the following parts:1) Cylinder & Cylinder head

2) Fuel Injection Pump & Injector

3) Fuel Filter & Air filter

4) Turbo Charger & Intercooler

5) Radiator & Water Pump

6) Coolant recovery tank & Thermostat

DRIVELINEIn Driveline the following things were located and studied:1) Clutch2) Gear Box3) Propeller Shaft4) 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 ChargerThe 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 toused/exhaust gases.

SCORPIO

In 2000 Company adopted a new logo. In 2002 Scorpio was launched. Scorpio look is better and it is spacious and luxurious.Scorpio engine has one of the highest BHP/litre amongst all diesel 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 & 0-100 kmph figures and highest top speed and rapid acceleration.In 2003 Scorpio received national award for R&D.In 2004 Scorpio launched in Latin America, Middle East and South 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. All new 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 line “Nothing else will do”. Scorpio marched in to (Kenya) M7M set up centralised call centre for customer centricity in 2007 and Scorpio V-series launched Nov. 30 2007.Scorpio was the highest selling SUV in year 2007.

Overview Mahindra Scorpio:FUEL EFFICIENCYCity Mileage -- 9.4 kmpl Highway Mileage -- 13.9 kmpl Fuel Capacity -- 60 litre Fuel Type – Diesel

ENGINE PARAMETERSDisplacement-- 2609 cc Bore-- 94 mmStroke -- 94 mmCylinder Configuration -- 4-inlineValve Gear Operation -- Pushrod Compression Ratio -- 18.5:1 No. Of Valves -- 8 Aspiration -- Turbo-charged Fuel System -- CRDi Horse Power -- 115@3800 ps@rpm

Torque -- 277.52@2200 Nm@rpm

DIMENSIONS

Length -- 4495 mmHeight -- 1975 mm Width -- 1817 mm Wheelbase -- 2680 mm

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 litreCRDe =6 litrem-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

For Turbo Engine following things 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 per80000 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)

OBJECTIVES:

To create a new segment. Finding potential customers. To provide an excellent value preposition to the customer. Increase the desire of customers to buy the product. To promote the product.

METHEDOLOGY:

MARKETING STRATEGIES

• First and foremost, they tried to provide a status of Pajero in Scorpio at affordableprice.

• In another intelligent step, shadow endorsement was done which doesn’t shout Mahindra.• Advertising, Public Relation, Mass media…nothing was left to make brand

popular.

• Scorpio adopted penetrative pricing strategy positioned between 5-7 lakhs.

• As they were targeting urban areas, stronger distribution channels were needed.

• Scorpio was launched in phase manner i.e. first in metros and then other cities were covered so as to ensure the attention towards main market first.

SEGMENT MARKETING

A market segment consists of a group of customers who shares a similar set of needs & wants. Thus we distinguished between car buyers who are primarily seeking low cost basic transportation, those seeking driving skills & performance. We must be careful not to confuse a segment & a sector. A car company 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 low cost car, other will want an expensive car. Young middle-income car buyers are a sector, not a segment. The marketers doesn’t create the segments, the marketerstask is to identify the segments and decide which one (s) to target. Segment marketing offers key benefits over mass marketing. The company can presumably better design, price, disclose & deliver the product or services to satisfy the target market. 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 not everyone wants exactly the same thing. Market segment can be defined in many different ways, one way to crave up the market to identify preference segments.Suppose ice-cream buyers asked how much they value sweetness & creaminess as to product attributes. Three different patterns can emerge:-

1. Homogeneous Preference—A market where all the consumers have roughly the same preference. The market shows no natural segments. We would predict the existing brands would be similar & cluster around the middle of the scale in both sweetness & creaminess.

2.Diffused Preference—Consumers indicating that consumer vary greatly in their preference. The first brand to enter the market is likely to position itself to the most people. A second competitor could locate need to the first brand and fight for the market share or it could locate in a corner to attract a customer group that would not satisfied with the centre brand. There are several brands in the market, they are likely top position themselves throughout the space and show real difference to match difference in consumer preference.

3.Cluster Preference—The market might reveal district preference 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, 40 lacs c) Density: - Urban, Sub urban, Rurald) 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,d) Gender Wise: - Male, Femalee) Income: - 5000-10000, 10000-25000f) Occupation: - Professional & technical, Farmer, Student

3) Psychographic: -a) Life style: - Straight, Swinger, Long hairb) Personality: - Compulsive, gregarious, Authoritarian

WHY SEGMENTATION?

1) To utilize marketing response effectively, we use segment concept2) Maximum output, we ensure by this concept in marketing

PROSPECT GENERATION: -

There are three types of call that should be in place in a dealership for prospectgeneration:-1) Cold Calls2) Follow-up Calls3) 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

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

• First Time Buyer

• Existing Vehicle Owner going for second purchase

• Replacement BuyerBasic of Cold CallsBased on the Demography of his territory, an FSC physically visits Institutione.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. Schools2. Poultry Farms4. Distributors & Shop Keepers5. Travel agents or Courier Services6. Traders7. Service Providers8. Missionaries9. Tour Operators10. Hospital11.Transport Operators12.Hotels13.Call Centers14.Charitable Trusts15.Small Industries16.Corporate Houses

17.Dairy Farms18.Govt. DepartmentThese Cold Calls should be focused 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

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 frequencyof 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

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 visiting1) Banks2) NBFCs3) Office Bearers4) Unions5) Govt. Departments6) Opinion Maker7) Local Mechanics/ Garages8) Surveyors

9) DSA/DMA etc and also doing something different tocapture customer’s Mind Share/ expansion of theIndustry.What should be the focus?For effective working and easy achievement of sale target all 3 types of callingshould be focused but to know where is our dealership lagging proper reviewof “Ingenious Sales Format” along with discussion of sales executivesconcerned should be done

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.

Advertisement

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 to make 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.

   

Conclusion

Finally all in all it was a great learning experience with UNNATI MOTORS Ltd. an

authorized dealer of MAHINDRA at Amravati. 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 behavior etc. the different practical

marketing approaches followed will always help to my cause.