‘a comparision of marketing strategies of qualis, versa, scorpio, safari’

8/11/2019 a Comparision of Marketing Strategies of Qualis, Versa, Scorpio, Safari

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TABLE OF CONTENTS

1. INTRODUCTION

- Introduction to Automobile Industr

- Conce!tu"li#"tion

- Com!"n $ro%ile

- &"ruti - 'ers"

Toot" - (u"lis

& ) & - Scor!io

T"t" - S"%"ri

*. RESEARC+ &ET+ODOLO,

- St"tement o% te !roblem.

- Rese"rc Desi/n

- D"t" Collection

- Ob0ecties o% te stud

- Limit"tions.

2. ANALSIS AND INTER$RETATION

3. RECO&&ENDATIONS ) SU,,ESTIONS

4. FINDIN,S AND CONCLUSION

5. ANNE6URE

. (uestionn"ire

. Biblio/r"!


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INTRODUCTION TO AUTOMOBILE INDUSTRY

Te %irst unit in te "utomobile industr in te 7orld 7"s est"blised

*88 e"rs "/o9 "%ter te inention o% 7eel b $reistoric m"n. It too: coered

seer"l e"rs to brin/ c"r on te ro"d. From te sin/son/ rtm o% te

bulloc: c"rt to te ;et-"/e Indi" "s tr"eled " lon/ 7". An "er"/e Indi"n= t"t te %irst motor c"r rode do7n Indi"n ro"ds. Since

ten till te %irst 7orld 7"s "bout 3.888 c"rs 7ere directl im!orted to Indi"

%rom %orei/n m"nu%"cturers. Te /ro7in/ dem"nd %or tese c"rs est"blised

te inerent re?uirements o% te Indi"n m"r:et t"t tese merc"nts 7ere

?uic: to !ounce u!on.

A beind-te scenes loo: into te m":in/ o% one o% Indi"44- Onl seen %irms9 n"mel9 +&9 A$I9 ALL S&$IL9 $AL & ) & "nd

TELCO receied "!!ro"l.

1>58-1>8- Te t7o9 tree 7eeler industr est"blised " %ootold inte Indi"n scen"rio.


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1>8-1>=8- Not muc c"n/e 7"s 7itnessed durin/ tis !eriod. Te

m"0or %"ctor "%%ectin/ te industr 7ere te im!lement"tion o% te

&RT$ Act &ono!olies "nd Tr"de Restrictie $r"ctices Act9 FERA

Forei/n Ec"n/e Re/ul"tion Act "nd te Oil Soc: o% 1>2 "nd

13>.

1>=8 1>>8 Te %irst !"se o% liber"li#"tion 7"s "nnouncedb te

/ot. it te liber"li#"tion o% te ,oernment


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C#ec c"rm":er9 S:od"9 " subsidi"r o% ,erm"n "uto m"0or 'ol:s7"/en9 is

introducin/ te Oct"i". Indi"


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Multi Utility Vehicles:

Te n"me multi utilit eicle &U' is deried %rom te eicles used

b te US Arm in 7orld "r-II c"lled K,ener"l !ur!ose< eicles due to teir"riet o% uses. Americ"n &otor com!"n introduced te &U' to te 7orld

7it br"nd Kills &"indr" ) &"indr" & ) & 7"s te %irst to introduce

&U' to te Indi"n consumer in 1>33. & ) & be/"n b "ssemblin/ CGD :its

su!!lied b Americ"n &otors Com!"n in 1>439 ) so entered into " tecnic"l

coll"bor"tion 7it A&C to !roduce Kills< model in te domestic m"r:et o%

Indi".

Till 1>=49 & ) & 7"s te mono!ol le"der in te &U' se/ment o%

"utomobile industr. Tere in 1>=59 &"ruti udo/ ltd. &UL entered te &U'

se/ment 7it &"ruti '"n "s ne7 !roducts.

A%ter tis e"r te se/ment o% Auto mobile industr 7itnessed o% "

%lood 7it ne7 models o% &U' %rom te "rious !l"ers. Te e"rl nineties

ne7 te e"r 7en "rious !roduces li:e B"0"09 Tel:co T"t"9 &"ruti9 & ) &"nd m"n more l"unced " number o% !roducts in tis Se/ments.

In te sort S!"in o% l"st %ie e"rs since 1>>= te !l"ers o% te

"utomobile industries "e &"nu%"ctured te !roduction in te 7it te

l"test9 more so!istic"ted tecnic"ll some "re o% intern"tion"lit com!etition

!roducts o% &U' in Indi"n m"r:et.


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.

CONCEPTUALISATION:

&ARGETIN, STRATE,IES

&"r:etin/ str"te/ies is te tot"l "nd unbe"t"ble instrument"ble or "

!l"n s"!ed "nd desi/ned s!eci"ll %or "tt"inin/ te m"r:etin/ ob0ecties

o% " %irm. A m"r:etin/ mission "nd ob0ectie tell us "s to 7ere 7e 7"nt to

/o "nd m"r:etin/ str"te/ies !roides us 7it te /r"nd desi/n %or re"cin/

out tere.

&"r:etin/ str"te/ies "re used "ccordin/ to te m"r:et situ"tion.

Te m"r:etin/ conce!t 3


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D. Decline St"/e-

In tis st"/e te m"r:eter identi% te 7e": !roduct9 determinin/

m"r:etin/ str"te/ies.


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*. $ricin/ str"te/ies-

Te !ricin/ str"te/ies c"n be bro"dl closed into %ollo7in/ !"rt 7it

subdiision o% teir o7n tese "re-

A. $rice "ri"tion str"te/ies- It c"n be "s %ollo7s-

i '"ri"ble !rice !olic

ii Non "ri"ble !ricin/ !olic

iii Sin/le !rice !olic

B. ,eo/r"!ic $rice str"te/ies-Tese "re %ull re%lectie o% te !r"ctic"l !roblem o% consumer "nd

!roducer or te sellers loc"tin/ /eo/r"!ic"ll lin:in/ tem. &"0or

/eo/r"!ic"ll !ricin/ str"te/ies "re-

i $oint o% ori/in !rice str"te/

ii Fri/t "bsor!tion !rice str"te/ies

C. $rice Di%%erenti"l $rice str"te/ies-

Tese str"te/ies "re tose te !ricin/ %irm "cce!t te /"! bet7een

te !rice ?uoted to te consumer or de"lers "nd te "ctu"l !rice c"r/ed. Te

%orms o% !rice di%%erenti"ls "re discount9 reb"tes "nd !remiums.

D. Le"der $rice Str"te/ies-

It is one 7ere te %irm in te industr initi"tes te !rice c"n/ed

"nd tese !rice c"n/es "re so o%%ensie t"t oter %irms %ollo7 suit. It is one

o% !rice "!!roim"tion b %ollo7ers to t"t o% initi"tor in te industr.

E. Ne7 $roduct $ricin/ str"te/ies-

Tese "re distinct !rice ob0ecties inoled in c"se o% ne7 !roduct

L"r/er l"titude o% !ricin/ ob0ecties is !ossible in c"se o% ne7 !roduct !ricin/

%leibilit is "lso /re"ter.


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3. Chael !"lace# St$ate%ies:&

Te distribution c"nnel str"te/ies li:e "ll oter str"te/ies "re te /uide

line %or "ciein/ !reset ob0ecties. It is tese str"te/ies "re te onl

s!eci%ic"ll is te "tt"inment o% c"nnel ob0ectie. It is tese str"te/ies t"tdelimits te "re" %or selection o% c"nnels on one "nd "nd c"nnel members

on oter "nd.

A# Itesi'e Dist$i(uti) St$ate%ies:&

Te !olic o% m"ss e!osure be best desi/ned "s Km"imum e!osure

o% te !roduct %or s"le in te m"r:et


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FOCUS OF T+E STUD

Te m"in %ocus o% tis to!ic KA CO&$ARISION OF &ARGETIN,

STRATE,IES OF (UALIS9 'ERSA9 SCOR$IO9 SAFARI< is to :no7 "bout te

di%%erent m"r:etin/ str"te/ies9 7ic "re used b tese com!"nies. And "lso

to :no7 te m"r:et s"re9 m"r:et trends9 customer need "nd 7"nts9 "nd te

%"ctor 7ic "%%ect te customer !urc"sin/ decision "nd "lso to :no7 te

im!"ct o% di%%erent m"r:etin/ str"te/ies on te customers.

&"r:etin/ str"te/ies re/"rdin/ !roduct9 !rice9 !l"ce9 !romotion.

ic "re te m"in tools o% te business. Tod" in multi utilit eicles

se/ment te customer "e m"n o!tion li:e T"t" S"%"ri9 T"t" Est"te9 T"t"

Sier"9 T"t" Utilit T"t" S"%"ri9 & ) & Comm"nder9 Scor!io9 Scor!io9 Arm"d"9

Toot"-(u"lis9 "nd no7 &"ruti udo/ Ltd "lso l"unced te 'ers" in tis

se/ment. So 7"t 7ill be te m"r:etin/ str"te/ies in tis i/l com!etitie

m"r:et 7ill "lso to be :no7n.

Tese "re te m"in re"son %or coosin/ tis to!ic %or te stud

bec"use li:e oter se/ment te multi utilit eicles se/ment "s s!eci%ic

im!ort"nce tis se/ment "s di%%erent m"r:et trend9 di%%erent customer needs

) 7"nts 7ic c"n not be %ul%illed b oter se/ments.


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COMPANY PROILE

MARUTI UDYO/ LIMITED:

C)$")$ate O00ice:&

;ee"n $r":"s Buildin/

*49 G"sturb" ,"ndi &"r/9

Ne7 DeliM118881

Maa%i% Di$ect)$:&

&r. Shi1) Na2aishi

P$)-uct Mau0actu$e-:&

$"ssen/er C"rs ) &U's

&"ruti Udo/ Ltd. &UL 7"s est"blised in Feb.1>=59 trou/ "n

"ct o% $"rli"ment9 to meet te /ro7in/ dem"nd o% " !erson"l mode o%

tr"ns!ort c"used b te l"c: o% "n e%%icient !ublic tr"ns!ort sstem.

Su#u:i9 &otor com!"n 7"s cosen %rom seen !ros!ectie

!"rtners 7orld7ide. Tis 7"s due not onl to teir undis!uted le"dersi! in

sm"ll c"rs but "lso teir commitment to "ctiel brin/ to &UL contem!or"r

tecnolo/ "nd ;"!"nese m"n"/ement !r"ctices.

A Licence "nd 0oint enture "/reement 7"s si/ned 7it Su#u:i

&otor Com!"n NO Su#u:i &otors Cor!or"tion o% ;"!"n in Oct.1>=*9 b

7ic Su#u:i "c?uired *5H s"re o% te e?uit. Su#u:i incre"sed its e?uit to

38H in 1>=> "nd %urter to 48H in 1>>*9 conertin/ &"ruti into " non-/ot.

com!"n.


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&UL cre"ted istor b /oin/ into !roduction in " record 12 mont9

on 13 Dec. 1>=2 ten $rime &inister o% Indi"9 &rs. Indir" ,"ndi9 "nded

oer te :es "t te %irst c"r to &r. +"r!"l Sin/ o% Deli.

Te s"les %i/ure %or te e"r 1>>2 re"ced u!to 19>59=*8. Te

com!"n re"ced " tot"l !roduction o% one million eicles in &"rc 1>>3

becomin/ te %irst Indi"n com!"n to cross tis milestone. It crossed te *

million m"r: in 1>>9 &"ruti

Is te i/est olume c"r m"nu%"cturer in Asi"9 Outside ;"!"n "nd

Gore"9 "in/ !roduced oer 2.4 million eicles b dec.*882.

In te sm"ll c"r se/ment it !roduce te &"ruti =889 Alto "nd en.

Te bi/ c"r se/ment includes te &"ruti Esteem9 B"leno.

It "lso m"nu%"cturers te &"ruti Omni9 "/onR9 &"ruti ,!si.

In multi utilit eicle &UL introduce &"ruti 'ers" in *88*.


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TATA EN/INEEIN/:

C)$")$ate O00ice:

Bomb" +ouse

*39 +omi &od Street

&umb"i-388881

E*ecuti'e Di$ect)$ !Aut),)(iles#&r. R"i G"nt

P$)-uct Mau0actu$e-:

&S+C's9 LC's9 $"ssen/er C"rs9 &U's

Telco9 one o% te Indi"34 to m"nu%"cture ste"m locomoties " tie-u! 7it D"imbr-

Ben# to !roduce commerci"l eicles l"sted %rom 1>43 to 1>5>9 b 7en

Telco 7"s in " !osition to inde!endentl desi/n "nd m"nu%"cture commerci"l

eicles. It entured into te !roduction o% oter en/ineerin/

e?ui!ment be%ore it %in"ll settled do7n to "utomobiles "nd construction

e?ui!ment m"ciner.

Telco is Indi"


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modern m"nu%"cturin/ !l"nts- "t ;"msed!ur in Bi"r9 $im!ri "nd Eine7"d

in $une &""r"str" "nd Luc:no7 in Utt"r $r"des.

Telco9 te onl Indi"n com!"n 7ic is e?ui!!ed 7it cr"s testin/

%"cilities9 sericin/ is neer " !roblem 7it its eicles. Serice set-u!s eist

"t eer 188:ms "t N"tion"l +i/7"s. Besides tere "re 48 serice centers

"cross Indi"9 *3 ours AIR TE&$ERATURE An Time &obile Centers in

&umb"i "nd Amed"b"d "nd %ull %unction"l customers tr"inin/ cells in te

serice centers to el! te customer m":e te best use o% teir eicles.

Telco m"nu%"cturer T"t" S"%"ri9 T"t" Est"te9 T"t" &obile9 T"t"

Sierr" "nd T"t" S"%"ri9 Truc:s "nd Buses "nd "lso introduced c"r Indic"P


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MAINDRA 4 MAINDRA LTD:&

Cor!or"te O%%icer,"te7" Buildin/

A!ollo Bunder

&U&BAI-388881

Maa%i% Di$ect)$:

&r. An"nd ,. &"indr"


LC's9 &U's9 Tr"ctors ) En/ines

Since its est"blisment in 1>34 & ) & 7"s de"lin/ in "utomobile

business. In 1>43 it entered into " coll"bor"tion 7it ills oer l"nd

Cor!or"tion no7 !"rt o% te D"imler Crsler ,rou! to im!ort "nd "ssembl

te ills ;ee! %or te Indi"n m"r:et. & ) & be/"n !roducin/ li/t

commerci"l eicles in 1>54. In 1>>3 %ollo7in/ restructurin/9 Si business

sector 7ere %ormed "nd "utomotie diision bec"me !"rt o% te "utomotie

sector.

Oer te e"rs te &"indr" br"nds in Utilit eicles "s come to

re!resent i/ ?u"lit ru//edness9 dur"bilit9 e"s m"inten"nce "nd

o!er"tion"l econom. Tese "re te ?u"lities t"t "e ende"red te eicle

to indiidu"ls "s 7ell "s institutions li:e te Indi"n "rmed %orces. As " result

&) & en0os " m"r:et s"re o% more t"n 48H in tis se/ment.

& ) &


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diision


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Te diision


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TOYOTA 5IIRLOS5AR MOTOR LTD:&

C)$")$ate O00ice:$lot No.1

Bid"di industri"l Are"

Bid"di9 R"m"n"/"r T"lo:

B"n/"lore Rur"l Distt. 45*18>

Maa%i% Di$ect)$:&r. S"cio "m"#":i


&U's "nd C"rs

Ma$2et Sha$e i Multi Utility Vehicles Se%,et

Com!"n &"r:et S"re in HB"0"0 tem!o 2.3

+indust"n &otors 1.*& ) & 33.>

&UL 3.>Telco 14.3Toot" Girlos:"r 1>.>

Oters 18.5


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RESEARC METODOLO/Y

STATEMENT O TE PROBLEM:

In e"rlier d"s c"rs 7ere onl " st"tus smbol "nd onl u!!er cl"ss

o% te societ "d te c"r but in te !resent scen"rio tis trend "s entirel

c"n/ed. No7 c"r is no more " st"tus smbol r"ter no7 it is " b"sic need

o% medium cl"ss !eo!le "lso. In 1>*= te %irst im!orted c"r 7"s seen on

Indi"n ro"ds. E"rlier & ) &9 7"s te %irst to introduce te multi utilit

eicle in 1>43 n"med ill


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Te stud o% tis to!ic A CO&$ARISON OF &ARGETIN,

STRATE,IES OF (UALIS. 'ERSA9 SAFARI AND SCOR$IOP 7ill el! to

:no7 te di%%erent m"r:etin/ str"te/ies 7ic "re bein/ used b te

"utomobile com!"nies "nd "lso el! to :no7 te m"r:et trends9 customer

!erce!tion9 consumer be"ior "nd te consumer needs "bout te &U'.

ile !urc"sin/ te &U' 7ic o% te %"ctors li:e its mile"/e9

br"nd n"me9 c"rrin/ c"!"cit9 tecnolo/9 "!!e"r"nce9 s"%et9 !rice or

"%ter s"les serice in%luence te !urc"se decision o% te customers.

Eer com!"n use di%%erent m"r:etin/ str"te/ies to c"ter te

m"r:et9 7ic t!e o% str"te/ies te use9 o7 e%%ectiel tese str"te/ies "re

im!lemented "nd 7"t is te im!"ct on te customers9 7ill be e!lored under

te stud o% tis to!ic. +o7 tese m"r:etin/ str"te/ies in%luence te s"les o%

te &U' o% "rious !l"ers. Te customer is te :in/ o% te m"r:et so eer

com!"n %or its suri"l in te m"r:et "s to use "rious e%%ectie str"te/ies

7ic c"n "ttr"ct te customer "nd el! tem to become lo"l to te com!"n

Rese"rc com!rises de%inin/ ) rede%inin/ !roblems %ormul"tin/

!otesis or su//ested solutions collectin/9 or/"ni#in/ ) e"lu"tin/ d"t"9

m":in/ deduction ) re"cin/ conclusion ) "t l"st c"re%ull testin/ te

conclusions to de%ormin/ 7eter te %it te %ormul"tin/ !otesis.

Rese"rc in common !"rl"nce re%ers to " rese"rc %or :no7led/e.

One c"n "lso de%ine " scienti%ic ) sstem"tic rese"rc %or rele"nt in%orm"tion

on " s!eci%ic to!ic. In%ect rese"rc is "n "rt o% scienti%ic inesti/"tion.

Accordin/ to te Redm"n ) &or Rese"rc is sstem"ti#ed e%%ort

to /"in ne7 :no7led/e some !eo!le consider rese"rc "s moement9 "

moement %rom te :no7 to un:no7n. It is "ctu"ll " o"/e to discoer.P

Te n"ture o% te rese"rc c"rried out 7"s interestin/ bec"use it

rel"ted to te c"nnel members o% te Com!"n. Te results o% te rese"rc!roides "s 7ell "s Com!"n eecuties to t":e r"tion"l decisions "bout te

m"r:etin/ str"te/ies o% te Com!"n.


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UNI'ERSE ) SUR'E $O$ULATION

To :no7 "bout te "rious m"r:etin/ str"te/ies o% te Com!"nieste de"lers %rom :"rn"l 7ere cont"cted "s te %irst ste! in deelo!in/ "n

s"m!le desi/n is to cle"rl de%ine te set o% ob0ect9 tecnic"ll c"lled te

unierse to be studied.

A s"m!le si#e o% 18 de"lers.


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RESEARC DESI/N

Te %ormid"ble !roblem t"t %ollo7s te t"s: o% de%inin/ te

rese"rc !roblem is te !re!"r"tion o% te desi/n o% te rese"rc !ro0ect9

!o!ul"rl :no7n "s te rese"rc Des/nP decisions re/"rdin/ 7"t9 7en97ere9 o7 muc9 b 7"t me"ns concernin/ "n in?uir or " rese"rc stud

constitute rese"rc desi/n.

Accordin/ to Cl"ire sellti# ) oter A rese"rc desi/n is te

"rr"n/ement o% conditions %or conditions ) "n"lsis o% d"t" in " m"nner t"t

"ims to combine rele"nce to te rese"rc !ur!ose 7it econom in

!rocedureP.

TYPES O RESEARC DESI/N:

6. Resea$ch -esi% i case )0 e*"l)$at)$y $esea$ch:

Te m"in !ur!ose o% e!lor"tor rese"rc studies is t"t o%

%ormul"tin/ " !roblem %or mo !recise inesti/"tion or o% deelo!in/ te

7or:in/ !otesis %rom "n o!er"tion"l !oint o% ie7. Te m"0or em!"sis

in tese studies is on discoer o% ide"s ) "s no ide" "bout te !roblem

so te onl essenti"l tin/ is t"t it must continue to rem"in %leible so t"tm"n di%% %"cts o% " !roblem m" be considered "s ) 7en te "rise )

come to te notice o% rese"rcer.

7. Resea$ch -esi% i case )0 -esc$i"ti'e 4 -ia%)stic $esea$ch

stu-ies:&

Descri!tie rese"rc studies "re tose studies 7ic "re concerned

7it describin/ te c"r"cteristics o% " !"rticul"r indiidu"l o% " /rou!.

ere"s di"/nostic rese"rc studies determine te %re?uenc 7it 7ic

sometin/ occurs or its "ssoci"tion 7it sometin/ else.

3. Resea$ch Desi% i case )0 e*"e$i,etal $esea$ch

stu-ies:

In tese studies te rese"rcer test te !otesis o% c"su"l

rel"tionsi! bet7een "ri"bles. Suc studies re?uire !rocedure t"t 7illnot onl reduce bi"s "nd incre"se reli"bilit9 but 7ill !ermit dr"7in/

in%erences "bout c"su"lt. Usu"ll e!eriments meet tis re?uirement.


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Te !resent stud is te e!lor"tor one bec"use it is rel"ted to

discoer o% ide"s ) insi/ts ) te rese"rcer "s no ide" "bout te

!roblem.


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DATA COLLECTION:

Te t"s: o% d"t" collection be/ins "%ter " rese"rc !roblem "s

been de%ined ) rese"rc desi/n c"l:ed out. ile decidin/ "bout temetod o% d"t" collection to be used %or te stud9 te rese"rced sould

:ee! in mind t7o t!es o% d"t" i# !rim"r ) second"r.

Te !rim"r d"t" "re tose 7ic "re collected "%res ) %or te %irst

time9 "nd tus "!!ens to be ori/in"l in c"r"cter.

Te second"r d"t"9 on te oter "nd "re tose 7ic "re

collected b someone else ) 7ic "e been !"ssed trou/ st"tistic"l

!rocess.

Te second"r d"t" in !resent stud 7"s used to !re!"re te

!ro%ile o% te or/"ni#"tion ) m"cro "n"lsis %rom "rious m"/"#ines "nd

ne7s!"!ers.

To collect !rim"r d"t" " structured ?uestionn"ire 7"s !re!"red )

!erson"l interie7s o% te de"lers 7ere conducted 7ile some de"lers 7ere

"lso cont"cted b m"il

OB;ECTI'ES OF T+E STUD

. To :no7 "bout te m"r:et s"re o% di%%erent com!"nies.

. To :no7 te %"cilities o%%ered b te com!"n to its de"lers.

. To stud te !rice str"te/ies


26/58

. To cec: m"r:etin/ str"te/ies

. To :no7 "bout te !romotion"l str"te/ies.


27/58

LI&ITATIONS

As te rese"rcer "s tried is best to !ut "ccur"te in%orm"tion in

te !ro0ect9 but no 7or:9 no !ro0ect is %ree %rom di%%iculties. Te m"in

limit"tions t"t te c"me "cross in stud "re "s %ollo7in/-

1. Te s"m!lin/ "re" 7"s sm"ll.

*. L"c: o% time.

2. l"c: o% mone.

3. Less res!onse %rom res!ondents.

4. Im!ro!er "ns7erin/ o% te ?uestions b some de"lers.

5. Te s"m!le si#e o% 18 de"lers is er less.


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.ANALYSIS AND INTERPRETATION

1. As cle"r %rom te "n"lsis t"t com!"n o%%ers tecnic"l

s"tis%"ction credit %"cilit "nd tr"ns!ort"tions %"cilit to te

de"lers .

*. Te !rice o% te com!"n sould be com!ut"tion so t"t

7ile coosin/ te eicle customer sould not

considered te !rice.

2. Adertisement is te best 7" to in%orm te customer so

com!"n sould use n"tion"l leel "dertisement.

3. De"lers "re more concerned 7it !romotion"l scemes

so com!"n sould use more !romotion"l scemes9 test

drie9 %in"nce scemes.

4. As cle"r %rom te "n"lsis t"t 7ile !urc"sin/ te

eicle "%ter s"les serice9 ?u"lit "nd ""il"bilit o% s!"re

!"rts is considered b te !otent ion"l customer.

Te customer "lso 7"nts ne7 %e"tures stlis "nd "ttr"ctie

models


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RECOMMENDATIONS 4 SU//ESTIONS

A%ter com!"rison o% "rious models o% multi utilit eicles

se/ments. Te %ollo7in/ su//estions could be /ien to im!roe teir s"re in

te m"r:et. Tese "re -

. Te com!"nies sould "dd ne7 %e"tures in teir models.

. Te !roduct sould be stlis ) "ttr"ctie9 so te more customer7ill be "ttr"ct to7"rds tese br"nds.

. Te !rices sould be com!etitie9 so te common m"n c"n butese br"nds "lso.

. Te com!"nies sould im!roe te ?u"lit o% !roduct.

. Te more em!"sis sould be /ien on te "dertisement9 me"nste "dertisement sould be "ttr"ctie.

. Com!"nies sould im!roe te "%ter s"les serice %or incre"sin/ tedem"nd o% te !roduct.

To c"ter more customer9 com!"nies sould modi% in teir !roduct.

. Te com!"nies9 n"mel Toot" Girlos:"r sould en"nce itsdistribution c"nnels.

. &ore !romotion"l scemes li:e9 test drie9 eicles %in"nce "ndro"d so7 sould be or/"ni#ed.

. Te com!"nies sould im!roe te ?u"lit o% te s!"re !"rts "nd its

""il"bilit.

. Te com!"nies sould im!roe te ?u"lit o% tres m"inl Telco-S"%"ri.

. Te com!"nies sould /ie more em!"sis on 7ide r"n/e o% color.

. &ore %"cilities sould be /ien to de"lers b te com!"nies.

. Com!"nies sould t"r/et ne7 !otenti"l customer.


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CONCLUSION

From te t"bul"tion "nd "n"lsis it is eident t"t m"0or !"rt o% te

consumer "re "in/ %our 7eeler 7it tem. Te conclusion %rom te

"n"lsis "re "s %ollo7s-

. P$)-uct:&

58H o% te customer considered %our 7eeler "s " necess"r 7ile

38H o% te customer !urc"se 0ust %or st"tus smbol. From te "n"lsis it

"s been %ind out t"t T"t" S"%"ri is te m"r:et le"der in com!"rison o%

oter tree br"nds studied.

. P$ice:&Te customer 7o considered %our 7eeler "s " st"tus smbol

does not boter "bout te !rice "nd te een !re%erred to !urc"se

Toot" (u"lis r"ter t"n T"t" S"%"ri "nd er consumer 7o "re !rice

conscious !urc"se te %our 7eeler t"t comes under teir income leel.

. Place:&

Concludin/ te distribution c"nnel "ll oer Indi" &UL ) telco "re

considered te best "s te "e te l"r/e distribution net7or: "ll oer te

countr. Te "%ter s"les serices !roided b bot o% te com!"n "re

i/l s"tis%"ctor.

. P$),)ti):&

As tere is tou/ com!etition in te m"r:et e"c "nd eer

com!"n tr to incre"se its s"les b o%%erin/ di%%erent !romotion"l scemes

"nd !roin/ itsel% to be te m"r:et le"der. Te com!"n !roided #ero

!ercent interest r"te "nd 7eeler %in"nci"l scemes.

Te !romotion"l scemes o% Telco is e%%ectie tou/ telco is more

e%%ectie in tis se/ment. Te "dertisement e%%ectieness o% m"ruti ers"

is in its !relimin"r st"/e in multi utilit eicle se/ments.

Te customer "nd te de"ler "re s"tis%ied 7it te m"r:etin/

str"te/ o% teir com!"n. Te leel o% s"tis%"ction "re "s %ollo7s

S"%"riQ (u"lisQ Scor!ioQ'ers"


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INDIN/S

1. On te b"sis o% d"t" collected it could be concluded t"t

in m"r:et s"re o% "rious &U' is "s %ollo7s.

'ers"- 3.>H

(u"lis - 1>.>H

Scor!io - 33.>H

S"%"ri - 14.3H

*. It is eident %orm te res!onses o% te de"lers t"t "rious

com!"nies !roide Tecnic"l :no7led/e to de"lers on !ro%it

b"sis. Second im!ort"nt %"cilit !roided b "rious

com!"nies to te de"lers is KCredit F"cilit


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5. In te o!inion o% de"lers9 com!"n sould !romote tere

!roduct tre7 "dertisement es!eci"ll on n"tion 7ide

c"m!"i/ns.

. As %or "s te e!enditure on "dertisement is concerned

most o% te time te de"lers "re bein/ te e!enditure.

=. For te s":e o% s"le !romotion9 te re!resent"tie o% te

com!"n is isitin/ to te de"lers on "rious scedules. Te

re!resent"tie o% di%%erent com!l"int "re isitin/ teir

res!ectie de"lers on montl b"sis 24H9 7ee:l *4H9

(u"lit *8H9 onl " %e7 4H o% te de"lers "re not

s"tis%ied 7it not "do!tin/ tis !r"ctice o% incre"sin/ s"les9

"s te com!"n re!resent"tie is neer isitin/ to tem.

>. Te de"lers "re ?uite s"tis%ied 7it te Tr"inin/ bein/

!roided b te com!"n to te !eo!le o% de"lers.

18. S"le t"r/ets bein/ set b te com!"n is e"sil

"cie"ble b te de"lers. T"t m" !rob"bl te re"son o%e"rnin/ " /ood m"r/in b te de"lers.

11. De"lers "re more concerned 7it !romotion"l scemes

7ic com!"n sould !roide more to !romote s"les li:e

test drie9 %in"nce %"cilit9 7"rr"nt !eriod9 %ree serices.

1*. It is cle"r %rom te "n"lsis t"t 7i>le !urc"sin/ te

eicle "%ter s"le serice9 ?u"lit "nd ""il"bilit o% s!"re!"rts is more considered b te !otention"l customers.9

12. Te customer "lso 7"nts ne7 %e"tures e./. stlis "nd

"ttr"ctie models o% "rious &U'.


33/58

BIBLIO/RAPY

Gotler9 $il! - &"r:etin/ &"n"/ement

Got"ri C. R. - Rese"rc metodolo/

&"/"#in - Business Tod"9 Business 7orld9 A. )

& Automotor ) S!orts9

Oerdrie.

Ne7s!"!ers - Business Line9 Te economic

Times9Te Times o% Indi".


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(.1 "t t!e o% %"cilities "re bein/ o%%ered b te com!"n

F"cilities H "/eCredit F"cilit 28

Tr"ns!ort"tion *8

Tec. S!eci%ic"tion 24

Test Drie 18

An Oter 4

28H

*8H24H

18H 4H

Credit F"cilit Tr"ns!ort"tion Tec. S!eci% ic"tion Test Drie An Oter

It ree"ls %rom te "boe t"ble t"t te com!"n o%%ered 24H tecnic"l

s"tis%"ction %ollo7ed b credit9 tr"ns!ort"tion i.e. 28H "nd *8H res!ectiel.


35/58

(.*. "t is te time !eriod bet7een !l"cin/ te order "nd /ettin/

delier

Deli'e$y E*ecute Ti,e Pe$ceta%e

Immedi"te 18

itin D"s 34

-14 D"s 28

14-28 D"s 18

No Fied Time 4

18H

34H

28H

18H4H

Immedi"te itin D"s -14 D"s 14-28 D"s No Fied Time

It is cle"r %rom te "boe t"ble mostl com!"nies eecuted teir order

7itin or -14 d"s ) onl 18H orders eecuted immedi"tel.


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(.2. Does te com!"n "rr"n/e te de"ler meetin/ Ki% es< ten meetin/

"re

Deale$ Meeti% Pe$ceta%e

ee:l 18

Fortni/tl 18

&ontl 44

+"l% e"rl *8

No Fied Time 4

18H

18H

44H

*8H

4H

ee:l Fortni/tl &ontl +"l% -e"rl Annu"ll

It is ree"ls %rom te "boe t"ble t"t te com!"n meetin/s 7ic "re

"rr"n/ed montl "re 44H "nd "l% e"rl "re *8H "nd 7ee:l "nd %ortni/tl18H ) 18H .


37/58

(.3. +o7 %re?uentl te com!"n o%%er te !romotion"l scemes

P$),)ti)al sche,e Pe$ceta%e

&ontl *8

(u"rterl 54

e"rl 14

*8H

54H

14H

&ontl (u"rterl -e"rl

It is ree"ls %rom te "boe te t"ble t"t !romotion"l scemes t"t "re

o%%ered ?u"rterl "re 54H "nd 7ic "re o%%ered montl *8H "nd e"rl "re

14H


38/58

(.4. Te !"ment o% loc"l "d is bein/ done b 7om

Pay,et )0 L)cal A- Pe$ceta%e

Com!"n 18

De"ler =4

Bot 4

18H

=4H

4H

Com!"n De"ler Bot

It is ree"ls %rom te "boe t"ble t"t loc"l Ad done b de"ler "re =4H "nd

done b com!"n "re 18H "nd b bot 4H.


39/58


40/58

(.. I% "n tr"inin/ is bein/ !roided to ou b te com!"n

T$aii% Pe$ceta%e

es =4

No 14

=4H

14H

-es No

It is cle"r %rom te "boe te t"ble t"t com!"n !roide tr"inin/ =4H o% teir

de"ler.


41/58

(.=. "t !ercent"/e o% m"r/in is bein/ o%%ered b te com!"n on our

tot"l s"le

Ma$%i Pe$ceta%e

ero to Fie 18

Fie to Ten 1*

Ten to Fi%teen 18

Fi%teen to T7ent 44

&ore t"n T7ent =

Not Fied 4

18H

1*H

18H

44H

=H 4H

ero to %ie Fie to Ten Ten to Fi%teen

Fi%teen to T7ent &ore t"n T7ent Not Fied

It ree"ls %rom "boe t"ble t"t com!"n o%%ered 14 to *8H commission on

s"les to most o% te de"ler.


42/58

(.>. Are "n s"les t"r/et bein/ set b te com!"n i% es "re te

Sales Ta$%et Pe$ceta%e

'er +i/ 18

+i/ 28Acie"ble 38

C"su"ll 14

T"r/et "re lo7 Ac. 4

18H

28H

38H

14H

4H

'er +i/ +i/ Acie"ble C"su"ll T"r/et "re lo7 A c.

It is cle"r %rom te "boe t"ble te 58H de"lers "re s"tis%ied 7it t"r/et /ien

b te com!"n "nd 28H t"r/ets "re i/er "nd rem"inin/ 18H s"id t"t

t"r/ets "re muc i/er.


43/58

(.18. "t "re te customers %eedb"c: re/"rdin/ te m"r:et str"te/ o%%er

b

te com!"n

Cust),e$ ee-(ac2 Pe$ceta%e

S"tis%ied =4

Diss"tis%ied 18

No-Res!onse 4

=4H

18H4H

S"tis%ied Diss"tis%ied No-Res!onse

&ost o% te Customer "re s"tis%ied 7it te m"r:etin/ str"te/ o%%ered b te

com!"n.


44/58

(.11. +o7 e%%ectie in n"tion"l leel "dertisement in stimul"tin/ s"les

E00ecti'eess Pe$ceta%e

+i/l 54

&edium 28Lo7 4

54H

28H

4H

+i/l &edium Lo7

It ree"ls %rom te t"ble t"t N"tion"l leel "dertisement i/l e%%ectie in

stimul"tin/ in s"le i.e. 54H.


45/58

(.1*. ic medi" 7ould ou su//est "s te best %or our br"nd

Me-ia Pe$ceta%e

Ne7s!"!er 58

T. '. *8&"/"#ine *8

58H*8H

*8H

Ne7s!"!er T.'. &"/"#ine

It is cle"r %rom te t"ble t"t most o% te de"ler s"s ne7s !"!er medi" is best

%or "dertisement %ollo7ed b T.'."nd m"/"#ine.


46/58

(.12. ic %our 7eeler do ou "e

Vehicle Pe$ceta%e

T"t" S"%"ri 38

& ) & Scor!io *8Toot" (u"lis 28

&"ruti 'ers" 4

An Oter 4

38H

*8H

28H

4H 4H

T"t" S"%"ri & ) & Scor!io Toot" (u"lis

&"ruti 'ers" An Oter

It ree"ls %rom te "boe t"ble 38H o% te res!ondent usin/ t"t" s"%"ri 28H

?u"ils *8H Scor!io 4H ers".


47/58

(.13. "t "re te criteri" %or te selection o% " c"r ,ie r"n:in/

C$ite$ia Pe$ceta%e

$rice 14

S"%et 1*Tecnolo/ 18

Br"nd N"me 14

S!"ce 5

S"in/ 18

A!!e"r"nce 5

A%ter S"le Serice *8

An Oter 5

14H

1*H

18H

14H5H18H

5H

*8H

5H

$rice S"%et Tecnolo/

Br"nd N"me S!"ce S"in/

A!!e"r"nce A% ter S"le Serice An Oter

It is cle"r %rom te "boe t"ble 7ile selectin/ te c"r most o% te

res!ondent /ie im!ort"nce to "%ter s"les serices9 !rice9 br"nd n"me9 s"%et

"nd tecnolo/ onl 5H !re%ers s!"ce "nd 5H !re%er "!!e"r"nce.


48/58

(.14. Do c"r %in"ncin/ sceme "%%ect our !urc"se decision

Pu$chase Decisi) Pe$ceta%e

To " l"r/e etent 38

To some etent 24Not "t All *4

38H

24H

*4H

To " l"r/e etent To some etent Not "t All

It ree"ls %rom te "boe t"ble24H o% te !urc"sed "nd "%%ected b te

%in"nce sceme "nd *4H s"s tere is no e%%ect o% tese sceme.


49/58

(.1. "t is te re"son o% buin/ " %our-7eeler

Reas) Pe$ceta%e

Necessit 4H

St"tus smbol *4H

$ercent"/e

4H

*4H

Necessit St"tus smbol


50/58

(.* Are ou s"tis%ied 7it our !resent c"r

Satis0ie- Pe$ceta%e

es =8H

No *8H

$ercent"/e

=8H

*8H

es No


51/58

(. 2. "t %"ctor do ou consider 7ile m":in/ !urc"se

act)$ Pe$ceta%e&ile"/e 38H

&"inten"nce Cost 38H

A%ter s"les serice 18H

An oter 18H

$ercent"/e

38H

38H

18H18H

&ile"/e &"inten"nce Cost A%ter s"les serice An oter


52/58

(. 3. "t %"ctor in%luence ou te most in decidin/ "bout te

br"nd to !urc"se " c"r

Deci-i% act)$ Pe$ceta%e

Friends%"mil 8H

Adertisement *8H

De"ler su//estion 4H

An oter 4H

$ercent"/e

8H

*8H

4H 4H

Friends%"mil Adertisement De"ler su//estion An oter


53/58

(.4. "t 7"s te mode o% !"ment

M)-e Pe$ceta%eInst"llment =8H

Full !"ment "t

once

*8H

$ercent"/e

=8H

*8H

Inst"llment Full !"ment "t once


54/58

(.5. Are ou s"tis%ied 7it te serice o% te de"ler

Se$'ice

satis0acti)

Pe$ceta%e

Stron/l s"tis%ied 38H

S"tis%ied 28H

Neutr"l *8H

Diss"tis%ied =H

Stron/l

Diss"tis%ied

*H

$ercent"/e

38H

28H

*8H

=H *H

Stron/l s"tis%ied S"tis%ied Neutr"l

Diss"tis%ied Stron/l Diss"tis%ied


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‘a comparision of marketing strategies of qualis, versa, scorpio, safari’

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