Preparing a project report is the work of a number of person who directly or indirectly helped me in its preparation. So, I wish to express my gratefulness to all those who have helped me in giving final shape to this project. First of all, I would like to express my deep sense of Gratitude to Mr.Fashi khan ( Sales manager, Sonali autos Pvt. Ltd.Patna) under whose guidance and supervision, this project work has been completed successfully. I am also highly indebt to Mr. S.P. Navin,( HR Manager,Sonali autos Pvt.Ltd.Patna ) Mr.Chandan Kumar,( HR Executive,Sonali autos Pvt.Ltd.Patna ) and Mr.Sujit Kumar,( Marketing Team Leader,Sonali autos Pvt.Ltd.Patna ) for their precious suggestions and constant encouragement during every phase of my project. I would like to extend my sincere thanks to Mr.Perwez Akhter,( Faculty member of MBA Department,M.M.H.A.&.P.University,Patna) who always serves as a constant source of inspiration through his positive attitude. Last but not least I would also like to thank the team of Service Managers who took time off to share insights about their experiences while dealing with different clients. I have tried to mention all sources of information and all those who helped me during the course of my project. I apologize if I have inadvertently missed to mention someone’s valuable contributions. I just hope that the recommendations and suggestions presented by me are considered seriously.
Danish Iqbal Roll No :- 54 Session :- 2011-2013.
A project is scientific and systematic study of real issue on a problem with the application of management concepts and skills. The study can deal with a big issue in any division of an organization. It can be case study where a problem has been dealt through the process of management. In the partial fulfillment of the requirement for the award of the degree of M.B.A from (M.M.H.A.&.P.University,Patna ), A student has to undergo a project training in any organization. Because MBA is a stepping-stone to the management carrier and to develop good manager. It is necessary that the theoretical must be supplemented with exposure to the real environment. Theoretical knowledge just provides the base and its not sufficient to produce a good manager that’s why practical knowledge is needed. Therefore the research product is an essential requirement for the student of MBA. This research project not only helps the student to utilize his skills properly learn field realities but also provides a chance to the organization to find out talent among the budding managers in the very beginning. So I engaged myself with a leading Mahindra & Mahindra from automotive sector under the Sonali autos Pvt.Ltd.Patna for some purpose. The topic of my project is “ AN EVALUATION OF MARKETING AND SALES PROMOTIONAL ACTIVITIES OF MAHINDRA XYLO “ has been a compiled to present the relevant facts and opinions on the subject in a proper prospective and in an objectives spirit. I have also tried to give suggestion based on my research which will have long terms impact as well.
Danish Iqbal Roll No :- 54 Session :- 2011-2013.
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Mahindra & Mahindra Limited (M&M) (BSE: 500520) is an
Indian Multinational automaker headquartered in Mumbai, Maharashtra, India. It is one of the largest automobile manufacturers by production in India and a subsidiary of Mahindra group conglomerate. The company was founded in 1945in Ludhiana as Mahindra & Mohammad by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammad.
K.C Mahindra
J.C Mahindra
Malik Ghulam Muhammad
After India gained independence and Pakistan was formed, Mohammad immigrated to Pakistan where he became the nation‘s first finance minister.
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The Mahindra Group is a $ 4.5 billion * conglometer. It is a leading manufacturer of multi-utility vehicles with significant presence in key sectors like farm equipments, infrastructures, information technology and financial services.
The Group has leading presence in many key sectors :1. Automotive ( Mahindra & Mahindra LTD.) 2. Farm equipment ( Mahindra Tractors ) 3. Mahindra trade & Financial Services ( Mahindra Inter trade & financial Sevices Ltd.) 4. Mahindra Systems & Automotive Technologies ( Mahindra Engineering Services, Mahindra Ugine ) 5. Information Technology ( Tech Mahindra,Bristlecone ) and infrastructure Development ( Mahindra GESCO, Club Mahindra Holidays, Mahindra World City ).
Two Group Companies Mahindra Finance & Tech Mahindra made their debut on the courses in 2006 in line with the commitment that each of the business segments would have flagship companies that will be listed.
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The Group employees over 40,000 and has eight- art of the manufacturing facilities in the India Mahindra & Mahindra has made strategic acquisition of plants in China and the United Kingdom, and has three assembly plants in USA Mahindra & Mahindra has entered into partnership with international companies like RENAULT SA,FRANCE, NISSAN, and International Truck and engine corporation, USA. Mahindra & Mahindra‘s products are being exported to the USA. Russia and several other countries in Africa,Asia, Europe & Latin America. Its global subsidiaries include Mahindra Europe Sr. Based Italy, Mahindra USA Inc. Mahindra South Africa & Mahindra ( China Tractor Co. Ltd. Over the years, The Mahindra has transformed itself into a group that has leadership position in all the sectors it operates and has a growing global footprint. FORBES has ranked the Mahindra group in its Top 200 list of the world‘s most reputable companies and in the Top 10 list of the most Indian reputable Companies. Mahindra & Mahindra was set up as a steel trading company in 1945.it soon expanded into manufacturing general-purpose utility vehicles, starting with assembly under license of the iconic Willys jeep in India. Soon established as the Jeep manufactures of India, M&M later branched out into the manufactures of Light Commercial Vehicle (LCV) and agricultural Tractors. Today M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio and enjoys a growing global market presence in both the automotive and tractor businesses. Over the past few years M&N has expanded into new industries and geographies. They entered into the Two-Wheeler segment
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by talking over Kinetic Motors in India. M&M also has controlling stake in Reve Electric Car Company and acquired South Korea‘s Ssang Young Motor Company in 2011. M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint Venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. M&M automobiles division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero .It formally had a joint venture with Ford called Ford India Private ltd to build passenger cars. At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to sear five passengers and powered by a small turbodies engine. True their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and the June 2009, the Xylo has sold over 15000 units. Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group .This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manus included Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs. Mahindra planned to see the diesel SUVs and pickup trucks starting in late 2010 in North America through independent
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distributors, Global Vehicles USA, based in Alpharetta, Georgia. Mahindra announced it will import pickup trucks from India in Knockdown Kit (CKD) from to circumvent the Chicken tax CKDs are complete vehicles that will be assembled in U.S from kits of parts shipped in crates on 10 October 2010, however, it was reported that Mahindra had indefinitely delayed the launch of vehicles the North American market, citing legal issues between it and Global Vehicles after Mahindra reacted its contract with Global Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers instead of through Global Vehicles However, a November 2011 report quoted John Perez the CEO of Global Vehicle USA, as estimating that he experts Mahindra?s small diesel pickups to go on sale in the U.S by spring 2011, although legal complications remains and Perez, while hopeful, admits that arbitration could take more than a year. Later reports suggest that the delays may be due to an Mahindra scrapping the original model of the truck and replacing it with an upgraded one before selling them to Americans in June 2012, a mass tort lawsuit was filed against Mahindra by its American dealers, alleging the company of conspiracy and fraud. Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In 2011, it also gained a controlling stake in South Korea‘s Ssanag Yong Motor Company. Mahindra & Mahindra Ltd. (M&M), has launched its much awaited SUV, XUV 50, code name as W201 in September 2011. The Last ?500‘ in the name is pronounced as ?5 double-O‘ (alphabet). The new SUV by Mahindra has been designed in house and it is developed on the first global SUV platform that could be used for developing more SUVs. In India, the new Mahindra XUV 500 comes in a price range between Rs 14 lakh
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to Rs 15 lakh . Besides India, the company also targets Europe, Africa, Australia, and Latin America for this model. M & M President Mr. Pawan Goenka told that the company plans to launch six new models this fiscal. The company launched CNG version of its mini truck Maxximo on 29 June 2012.
Components
Combining its experience in the automotive and farm equipment industries with a series of key acquisition of European components companies, Mahindra & Mahindra maintains art-topart manufacturing units across India, Germany, Italy, and the United Kingdom. Mahindra & Mahindra has expertise in forgings, castings, gears, Stampings, steel, ferrites, contract, sourcing, and composites. It also offers full-service art-to-part solutions that integrate design, manufacturing and sourcing. More than 12,000 people are employed at Mahindra & Mahindra‘s Components division.
Defense
The company has built and assembled defense vehicles, beginning in 1947 with the importation of the Willys Jeep for use in World War II. Its line of military vehicles include the Axe. It also maintains a joint venture with BAE Systems, Defense Land Systems India.
Energy
Mahindra & Mahindra entered the energy sector in 2002, in response to growing demands for reliable and quality power in India. Since then, more than 150,000 Mahindra Powerol engines and diesel generator sets (gensets) have been installed in India,
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offering uninterrupted power in areas with unreliable grid electricity. The inverters, batteries, and gensets are manufactured at three facilities in Pune, Chennai, and Delhi; and 160 service points across India offer 24-7 support to most key markets. Powerol is present in countries across Latin America, Africa, the Middle East, and Southeast Asia—and expanding into the United Arab Emirates, Bangladesh, and Nepal. M&M‘s energy services include power leasing and telecom infrastructure management. In 2006, it became the market leader in the telecom segment (and in 2011, its market share passed 45 percent). In 2007, it won the Frost and Sullivan ?Voice of the Customer? award for best practices in telecom. Mahindra Cleantech Ltd examines reliable and creative energy solutions through green power. In response to growing demand, it formed a subsidiary, Mahindra Solar, in 2010 to offer a range of solar solutions, including on- and off-grid solutions and Engineering, Procurement, and Construction (EPC). By building utility-scale solar power plants, it offers turnkey EPC solutions. Meanwhile, its off-grid solutions include power packs and rooftop setups for commercial organizations and institutions, solar hybrid solutions to telecom towers, and rural electrification through lanterns and home and street lighting systems. The company works closely with Mahindra‘s farm equipment division to offer lighting solutions to even the most rural areas in India. It also works with Mahindra Powerol to offer solar power backup to telecom sites in India. In 2011, Mahindra Solar received a CRISIL rating of SP1A in 2011, the highest rating for any solar photovaltaic off-grid company.
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Farm Equipments
Mahindra & Mahindra began manufacturing tractors for the Indian market in the early 1960s. Today, it is one of the top three tractor companies in the world with annual sales totaling more than 150,000 tractors. It has expanded its offerings to include farm-support services via Mahindra AppliTrac (agrimechanization solutions), Mahindra ShubhLabh (seeds, crop protection, and market linkages and distribution), and the Samriddhi Initiative (agri-support information and counseling). Mahindra & Mahindra‘s farm equipment division (Mahindra Tractors) is one of the top-selling tractor companies in the world, with more than 1,000 dealers servicing more than 1.45 million customers. Mahindra tractors are sold in 40 countries on six continents, including the United States, China, Australia, New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, and Morocco), Latin America (Chile, Argentina, Brazil, Venezuela, Central America, and the Caribbean), South Asia (Sri Lanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and Eastern Europe (Serbia, Turkey, and Macedonia. In the 2010-11 Mahindra entered in Micro dripp irrigation with the takeover of Epc Industrie Ltd, Nashik Mahindra tractors are manufactured at four plants in India, two in China, three in the United States, and one in Australia— allowing Mahindra & Mahindra a foothold in major agricultural hubs. It has three major subsidiaries: Mahindra USA, Mahindra (China) Tractor Company, and Mahindra Yueda (Yancheng) Tractor Company (a joint venture with the Jiangsu Yueda Group).
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The company has enjoyed 27 years of market leadership and has garnered the highest customer satisfaction index (CSI) in the industry at 88 percent. In its 2009 survey of Asia‘s 200 most admired and innovative companies, the Wall Street Journal named Mahindra & Mahindra one of the 10 most innovative Indian companies. It earned a 2008 Golden Peacock Award in the Innovative Product/Services category for its in-house development of a load-car. In 2007, Mahindra & Mahindra became the only tractor company to win the Deming Application Prize and the Japan Quality Medal for Total Quality Management excellence in entire business operations. In addition to tractors, Mahindra sells farm implements.
Awards
1. Bombay Chamber Good Corporate Citizen Award for 2006-07. 2. Businessworld FICCI-SEDF Corporate Social Responsibility Award – 2007. 3. The Brand Trust Report ranked M&M as India's 68th Most Trusted Brand in 2011 (from 16000 brands analyzed) and 66th Most Trusted Brand in 2012 (from 17000 brands analyzed). 4. Deming Prize. 5. Japan Quality Medal in 2007. 6. Bluebytes News, Rated M&M as India's second Most Reputed Car Company (reported in their study titled Reputation Benchmark Study conducted for the Auto (Cars) Sector launched in April 2012.
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M&M association with the automobiles business dates back to 1945. The company was incorporated in 1945 and was originally formed to manufacturer utility vehicles for the Indian market, initially by importing and assembling WILLYS overland corporation and its successors, Kaiser Jeep corporation and American Motor corporation ( now part of Daimler Chrysler group ). The Company commenced manufacturing Light Commercial Vehicle ( LCV ) in 1965. The Company has recently entered the three-wheeler market. Over the year, The Mahindra brand of vehicles have 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 that 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 manufacturer multiutility vehicles, and engines are produced at the Igatpuri plant. Light commercial vehicles are manufactured at the company‘s plant in Zaheerabad 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. Out engine plant at Igatpuri has QS 9000 certification. Our LCV and threePage 12 of 102
wheeler plant at Zaheerabad have ISO 9001:1994. Both of these plants are also working towards TS1 6949 certification. Our plants in Mumbai and Igatpuri are also ISO:14001 certified.
M & M has a strong Research & Development set-up, with over 300 engineers in the automotive division. The company‘s technical prowess is proven by the negligible import content in our vehicle and by the design and development of a The division‘s marketing efforts are supported by a network of more than 275 dealers across the country, who are managed by 20 sales offices. Accordingly, the division has a national network of authorized service stations and stockiest to meet customer needs for serving and spare parts. Having conquered a substantial portion of India‘s semi-urban and rural markets, the division has in recent years secured significant success in urban regions following the introduction of premium MUVs like Bolero and Scorpio. Scorpio is M&M‘s first indigenously developed SPORTS UTILITY VEHICLES an offroad vehicle with ca like comforts. The Scorpio was Launched in June,2002 and has been universally acclaimed. Wheels and Business Standard monitoring. M&M‘s automotive design also exports its products to several countries like-Africa, Asia and European and Latin American Countries. The Group recently made a mailestone entry into the passenger car segment with Logan, a product of its JV with Renault SA. Totally from ground upward, new contemporary SUV-Scorpio.
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M & M Core Purpose
we will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise. Our products and services support our customers‘ ambitions to improve their living standards; our responsible business practices positively engage the communities we join through employment, education, and outreach; and our commitment to sustainable business is bringing green technology and awareness into the mainstream through our products, services, and lightfootprint manufacturing processes. This commitment to sustainability—social, economic, and environmental—rests upon a set of core values. They are an amalgamation of what we have been, what we are, and what we want to be. These values are the compass that guides our actions, both personal and corporate. They are:
Good corporate citizenship
We will continue to seek long term success in alignment with the needs of the communities we serve. We will do this without compromising on ethical business standards.
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Professionalism
We have always sought the best people for the job and given them the freedom and the opportunity to grow. We will continue to do so. We will support innovation and well reasoned risk taking, but will demand performance.
Customer first
We exist and prosper only because of the customer. We will respond to the changing needs and expectations of our customers speedily, courteously and effectively.
Quality focus
Quality is the key to delivering value for 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 will value individual dignity, uphold the right to express disagreement and respect the time and efforts of others. Through our actions, we will nurture fairness, trust, and transparency.
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Our Group>The Management>Board of Directors. The Board of Directors of the Company has, as its members, eminent persons from industry, Finance, Investment and other branches of business, who bring diverse experience and expertise to the Board. The Company‘s current Board of Directors are as follows :NAME AND DESIGNATION
Name
? Mr Keshub Mahindra ? Bharat Narotam Doshi ? Arun Kumar Nanda ? M.M. Murugappan ? A S Ganguly ? Anupam Pradip Puri ? Vishakha N Desai ? Anand G Mahindra ? Deepak S Parekh ? Nadir B Godrej ? Narayanan Vaghul ? R K Kulkarni ? Vikram Singh Mehta ? Vishakha N Desai
Designation
Chairman / Chair Person Executive Director Director Director Director Director Additional Director Vice Chairman & Managing Director Director Director Director Director Additional Director Additional Director
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.
Mr. Keshub Mahindra Chairman of Mahindra & Mahindra LTD, is a B.Sc. graduate from Wharton, University of Pennsylvania, USA. After joining the Company in 1947, he became the Chairman in 1963. Although he stepped down from the chairmanship in 2012, He continues to involved with the activities of the company today and has literally been the backbone of the company. For over five decades, his continuous involvement has enabled the Mahindra group to reach where is today. He is well-known philanthropist who redefined corporate governance by effectively channelizing funds into the social sector. From building ethical corporate organizations in India to serving on prestigious boards and committees, Keshub‘s immense contribution to Indian business has established him as an inspirational business leader and an iconic corporate citizen.
Over the years, Keshub has been a member of organizations and committees like:
? ?
Prime Minister‘s Council on Trade & Industry Employers‘ Federation of India (President Emeritus)
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?
Centre for Research in Rural & Industrial Development Society (Chairman)
He has also been:
?
President of the Bombay Chamber of Commerce & Industry (1966–67) President of the Indo-American Society (1991–92) Chairman, India Nominating Committee ?Single Nation Programme? – Eisenhower Exchange Fellowships, USA (1998–2005)
? ?
Keshub‘s philanthropic leadership includes:
? ? ?
Chairman – Mahindra Foundation Vice President – National Society for Clean Cities Director – Pratham (Indian education initiative, 2003–08)
And he has been the recipient of a plethora of awards over the years. Here are just a few of them:
? ? ?
Business India – Businessman of the year, India (1989) Rotary award for Vocational Excellence (1992) Ernst & Young – Lifetime Achievement Award (2007)
He currently lives in Mumbai with his wife. They have three daughters and seven grandchildren.
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.
Head Office Mahindra & Mahindra Limited 5th floor Mahindra Towers, G.M. Bhosale Marg Worli, Mumbai - 400018 Maharashtra Tel: +91-(0)22-24901441 Website: www.mahindra.com Registered Office Mahindra & Mahindra Limited Gateway Building Apollo Bunder, Mumbai - 400001 Maharashtra Automotive Division Mahindra & Mahindra-Automotive Division Automotive Sector, Mahindra Towers 3rd Floor, Akruli Road, Kandivali (East), Mumbai - 400101 Maharashtra Tel: +91-(0)22-28849588 Fax: +91-(0)22-28468523 Email: [email protected] Mahindra Vehicle Manufacturers A-1, Phase IV, Chakan Industrial Area, Village Nighoje, Taluka-Khed District Pune - 410501 Maharashtra
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Mahindra has seven auto manufacturing facilities.
Igatpuri (Engine Plant) Haridwar (3 wheeler / GiO plant) Kandivli (utility vehicles) Nasik (utility vehicles) Chakan Zaheerabad (LCVs & 3 wheelers) Completely Knocked Down Unit Plants in Egypt and Brazil.
Mahindra Tractors manufacturing facilities.
Mumbai Jaipur Rudrapur Nagpur
Swaraj Tractors Mohali Operations.
Swaraj Division (Tractor plant 1 and Tractor & Harvester Plant 2) Swaraj Foundry Division Swaraj Engines Ltd. Swaraj Automotive
Mahindra Powerol plants.
Delhi Chennai Pune Vasai
USA (3 Plants).
Houston, TX Red Bluff, CA Chattanooga, TN
China (3 Manufacturing plants).
MCTCL (Nanchang) MYYTCL (2-Yangcheng)
ANZ (1 Assembly plant).
Brisbane, Queensland
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The company has a strong network of dealers, service stations and sales offices. Mahindra & Mahindra has an automanufacturing plant at Chakan in Maharasthra. This facility is pretty large, being 700 acres and has a capacity to produce 3 lakh vehicles. The investment to make this facility was 5000 crores and it produces the product range from the Maximo to the Mahindra Navistar Truck. Not only that, it also produces the SUV and Pick up truck line from the US market. The company has different areas: one to make the body, another to paint, another to assemble parts of the car. It will also include production of various other models of its cars. The plant was set up in a record time of 22 months. Along with that production capacity, Mahindra has set up Tribal Industrial Training Institutes to train people to create employment along with the Government. The Press shop has a sound deadning system which ensures a good working environment and also a scrap conveying system that conveys scrap directly to the trucks. The Paint shop is another special area of the plant. The plant also has 70 solar dishes.
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Many new products are launched into the marketplace with little prior planning for targeting the customers, creating a sales strategy, developing a distribution strategy, training the sales force, and integrating the competitive strategy. This mistake significantly reduces or eliminates any potential profit the product may have, and greatly increases the sales development time. These problems must be avoided if a company wants to survive in today's competitive marketplace. Even though times have changed, the traditional methods of being able to have effective product launches still remain the same. Even though we are faced with a difficult financial crisis at the current time, this does not mean that the foundations that have been followed for many years need any change.
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Three main business customers are program buyers, transaction buyers and relationship buyers. A program buyer is one who follows some sort of internal procedure to make their business purchases. This is typical of governments or mature industries which have developed manuals which govern their buying process. Typically, such buyers try to spread their purchases of any one category among several suppliers according to a fixed schedule. Such program buyers are almost immune to external marketing stimulus. They are highly unlikely to be early adopters. One of the first steps in finding early adopters, therefore, is to identify the program buyers, and eliminate them from consideration. Sales force and common sense can help in this task.
The second business buyer type is the transaction buyer. These are companies that are primarily motivated by price. They are willing to shop around for every purchase. They have everyone‘s catalog and actively compare prices. Loyalty is almost unknown to these buyers. You can keep warehouse open on a Saturday afternoon to meet an urgent need for such a buyer. The following Tuesday when they have a big additional purchase, they will bid it out, rather than giving it to you in return for exceptional service only three days before. These buyers are also unlikely to be early adopters. How can you identify transaction buyers? If you are on sale, they will flock to buy from you. When competitor is on sale, they will desert you. By keeping track of the flow of buyers as prices change, you can identify these transaction buyers, and eliminate them from product launch portfolio. Initial product launch, best reception will be found in the relationship buyers. These are business customers who like products and services. They have built a relationship with employees. They think of company as their primary
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supplier of category. They do not want to be bothered to have to shop around every time they make a new purchase. They look for quality, good service, helpfulness, friendship and information. If you can supply these things, they will stick with you when competition is on sale. If you have a new product, they will be the first to want to hear about it. It is to these good people that we look for our product launch.
New Product Where a new invention is being launched, not only do you have the challenge of educating your target market about the existence of your offering; you also need to educate them about use of the product and reasons why they should consider purchase. From a launch point of view, the focus would usually be on public relations and perhaps some form of publicity event. A launch function would be mandatory for a new invention as a place for the product to be displayed and demonstrated to both its target market and the media.
New Version or Release New releases or versions of existing products may be launched via advertising, PR and direct marketing. However, they would not usually involve a specific launch function unless they are a highly complex product requiring detailed demonstration. Consumer: The launch of a new consumer brand, due to the relatively large size of its target market, would typically comprise advertising to the mass market, perhaps some form of launch function (i.e., a cocktail function or Stage presentation) with the media invited, sales promotions at the
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retail level and within the channel to secure appropriate shelf space. New product acceptance is likely to be easier with an established brand or company name behind it and you should leverage off this position where possible. Business-to-Business The launch of a new product and/or brand in the business-to-business world usually focuses more on personal selling, direct marketing and a launch event (i.e., a sit-down or buffet meal, presentation and demonstrations) attended by existing VIP customers and prospective customers and the media. Typically the launch campaign would be on a smaller and more personal scale than that designed for the consumer market, as the target market is more limited. Business-to-business launches may also centre on an exhibition, conference or seminar where there is the opportunity to display and demonstrate the product.
Major Benefits Consider the following opportunities that a launch can bring: Focus Holding a product launch event allows a specific focus on the new brand versus focus on the rest of your product range or on competing products. It provides a clear platform for the new brand to be introduced and reduces the clutter surrounding the message. Special Event A launch event provides the opportunity to invite customers, potential customers and media to a special event, to treat them to something exclusive.
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Sales Opportunity Launch functions are a great place to take orders in advance for new products, as the focus is specifically on the product and the people attending have signaled their interest in the product. Depending on the type of product or service you are marketing and the level of attendee, direct-selling may or may not be appropriate. Media Opportunity A launch function provides the opportunity to get the media's undivided attention and for senior spokespersons to have access to a variety of media representatives. It enables you to demonstrate the product, discuss possible angles and it is news worthy because it is a new product launch. Demonstration Like exhibitions and seminars, a formal launch function Provides a central place and captive audience to perform product demonstrations. Prospects can handle, test drive, or even take home samples of your new product. Planning A product launch plan has been prepared covering all activities to be performed by Engineering, Manufacturing, Marketing, Sales, Product Support, and Field Service. Functional departments understand their responsibilities for launch activities. Functional departments have committed the necessary resources to support launch activities. The launch activities are on track to be completed as currently planned.
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A Production Readiness Review, Product Launch Review or related gate review confirms that all preparations have been completed and the product is ready to launch. Technical Product performance has been evaluated through testing andqualification and the product meets its defined requirements. The product and the production process have been qualified or validated.
The screeners should ask several questions:
1.
Will the customer in the target market benefit from the Product?
2.
What is the size and growth forecasts of the market segment/target market?
3.
What is the current or expected competitive pressure for the product idea?
4.
What are the industry sales and market trends the product idea is based on?
5.
Is it technically feasible to manufacture the product?
6. Will the product be profitable when manufactured and delivered to the customer at the target price?
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Concept Development & Testing. Develop the marketing and engineering details. Investigate intellectual property issues and search patent data bases:
1. Who is the target market and who is the decision maker in the purchasing process? 2. What product features must the product incorporate? 3. What benefits will the product provide? 4. How will consumers react to the product? 5. How will the product be produced most cost effectively? Prove feasibility through virtual computer aided rendering, and rapid prototyping 6. What will it cost to produce it?
Testing the Concept by asking a sample of prospective customers what they think of the idea. Usually via Choice Modeling.
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Business Analysis Estimate likely selling price based upon competition and feedback. customer
Estimate sales volume based upon size of market and such tools as the Fourt-Woodlock equation. Estimate profitability and breakeven point.
Beta Testing and Market Testing Produce a physical prototype or mock-up. Test the product (and its packaging) in typical usage situations. Conduct focus group customer interviews or introduce at tradeshow. Make adjustments where necessary. Produce an initial run of the product and sell it in a test market area to determine customer acceptance.
Technical Implementation New program initiation. Finalize Quality management system. Resource estimation. Requirement publication. Publish technical communications such as data sheets. Engineering operations planning. Department scheduling.
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Supplier collaboration. Logistics plan. Resource plan publication. Program review and monitoring. Contingencies - what-if planning.
Commercialization (often considered post-NPD) Launch the product. Produce and place advertisements and other promotions. Fill the distribution pipeline with product. Critical path analysis is most useful at this stage.
New Product Pricing Impact of new product on the entire product portfolio. Value Analysis (internal & external). Competition and alternative competitive technologies. Differing value segments (price, value, and need). Forecast of unit volumes, revenue, and profit these steps may be iterated as needed. Some steps may be eliminated. To reduce the time that the NPD process takes, many companies are completing several steps at the same time (referred to as current engineering or time to market). Most industry leaders see new product development as a proactive process where resources are allocated to identify market changes and seize upon new product opportunities
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before they occur (in contrast to a reactive strategy in which nothing is done until problem succor or the competitor introduces an innovation). Many industry leaders see new product development as an ongoing process (referred to as continuous development) in which the entire organization is always looking for opportunities. For the more innovative products indicated on the diagram above, great amounts of uncertainty and change may exist, which makes it difficult or impossible to plan the complete project before starting it. In this case, a more flexible approach may be advisable. Ensure product readiness. Guarantee sales channel readiness. Create critical marketing and sales tools. Develop new product programs. Track, monitor and report on execution. Measure performance.
Monitor and track execution. This works far better when you assign a launch team, enlist management involvement and support and consistently establish ways to easily track progress. Then regularly and frequently communicate results with the group.
Ensure ingredients for success You can't succeed without the proper tools. A professional and effective product launch normally requires a good six months to handle all the unexpected issues,
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delaysand snafus that will arise. You also need an adequate budget, resources, systems and most importantly, healthy relationships with all team members, sales channels, analysts and editors. Repair any broken relationships before product launch because these types of issues are the greatest time-eaters.
Invest upfront in the right positioning. Do whatever it takes to identify prospects, analysts and media before engaging in a launch. Make sure beta version of the product works and goes to the right reviewers. Do homework and establish the exact message you want to convey to the market. Remember, this message will be the banner new product carries to the world. Invest in the right advertising, collateral materials and sales tools.
Have a winning public relations strategy and plan. You must capture attention by educating pundits, opinion leaders and editors. These are the people who will be carrying flag. Once you've won these people over, you gain credibility and acceptance from the marketplace. This makes the selling process far easier, maximizing the chances of hitting goals.
Ensure channels can effectively sell right out of the blocks. Sales channels are equally as important as analysts and editors. It's criticallyimportant to continually educate the sales force about what the product does, not only in terms of features and functions, but in terms of its real business value to customers. You should treat the sales force just as attentively as you would prospects and customers.
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Involve the company. Touch everyone within organization with zeal for the new product. Educate them, communicate the plans, goals and progress, use the launch as a way to build morale and unify the team through a common cause. Let everyone share the glory of successes along the way.
Disseminate best practices. Identify what's working and what isn't and share this information through out organization. Be flexible, be nimble, be willing to adjust plan as results are tabulated. Remember that a launch is a process, not an event.
Accelerate the launch. There are a million excuses for why the launch can't occur in the established time frame. Don't succumb to them. Track and monitor the plan every day. Anticipate bottle neck sand have elimination solutions ready to implement. Hold all contributors accountable. And finally, gain the support of top management so they will eagerly use their influence when complex issues threaten to slow the process.
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Mahindra & Mahindra Known for its in utility vehicles, commercial vehicles and personal vehicles. In order to clearly differentiate the segment in which Mahindra is playing, the company has devided all its product into 3-different channels. 1. Channel 1 personal-SUV. 2. Channel 2 prosper-UV. 3. Channel 3 MIL-LCV. Channel 1:- Personal-SUV. This segments categorise for personal use or family use Like:SCORPIO, XYLO, VARITO, and XUV, are in Channel different variant. Scorpio – M2Di ( More mileage, diesel engine PS,AC ).
LX (CL,PS, PW,AC Trittabled staring, m-Hawk Engine ). SLE (LX+Rear wiper,Body colour Cladding , Fog lamp). VLX ( SLE+2Din audio, Cladding, Alarm system ).
V-Series –
VLX+At ( VLX+Alloy wheel, Cruise control,Tyre tonics, intellipark,Rain sensor,reverse
sensor, Control on steering, Immobilizer ).
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Xylo -- D2---( Mdi CRDe engine, PS. Roof A/C )
D4--- ( Mdi CRDe engine, PS, Roof A/C,
E4--- ( M-eagle engine, PS, Roof A/C,
E4--- with ABS-( Anti Lock Breaking System ) &same Features of E4. E8--- with ABS-( Anti Lock Breaking System )
E9--- with ABS-( Anti Lock Breaking System )
Varito--- G2 ( DCI engine, PS, A/C )
G4--( Power Window, Power Steering,Central Locking,A/C ) D2--- ( DCI engine, PS, A/C ) D4--- ( Power Window, Power Steering,Central Locking,A/C) D6--- ( Power Window, Power Steering,Central Locking,A/C, Alloy Wheel, Body Colour Bumper, Music System, One Air Bag,Side Body Cladding, EBD-Electronic Break Distribution, Defogger, ABS-Anti Lock Breaking System,Fog Light ) ORVM-with Electric Control).
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Mahindra XUV500 W6 2WD
Air.Con Pow.Win Cen.Lock AirBag Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W6 2WD
[+]Mahindra XUV500
Rs 11,68,701*
Mahindra XUV500 W8 2WD
Air.Con Pow.Win Cen.Lock AirBag Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W8 2WD
Rs 13,18,901*
Mahindra XUV500 W8 2WD Mahindra XUV500 Reviews
[+]Mahindra XUV500
Book Mahindra XUV500 for A Test Drive Mahindra XUV500 On Road Price
Air.Con Pow.Win Cen.Lock Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W8 4WD
[+]Mahindra XUV500
AirBag
Rs 14,25,901*
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Channel - 02
rosper-UV:This Segment Categorized for commercial purpose. Hard Top, Soft Top, Pick-up, 3-Wheelers are in channel 2. Soft Tops :Hard Tops :Commander. savari Maxx Festara Maxx Passanger
Bolero :-
DI DIX ( A/C,Suspension ) SLE (A/C,Suspension,PS ) SLX ( A/C,PW,CL,MP3 )
Pick up :-
Maxx Pick-up Maxx Maxi Truck Bolero Pick-up-Normal Flat Bed Single Cabin Double Cabin
3-Wheelers Mahindra Champion,
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Channel - 03 MIL-LCV, ?MIL?- This Segment categorized for LCV(Light Commercial Vehicle ) Mahindra & Mahindra gone in collaboration with International Truck Ltd. No.1 Truck Comapany in USA having the production of almost 1.5 lacs of trucks per annum. The new firm is known as MIL ( Mahindra International Ltd. )
Mahindra DI 3200 Mahindra Load King Load Career a. b. c. d. e. 6T HSD ( High Side Desk ) 6T FSD ( Fixed Side Dech ) 4T HSD 4T FSD LWB 6T
Load King Super ( 6T ) CAB & Chassis Vikrant ( 9+1,12+1,14+1 ) Passanger & School Bus. Tourister - 17Str. School & Passanger. 25Str. School & Passanger. 34Str. School & Passanger. 42Str. School & Passanger. Ambulance - &. 17 Str. Delivery Van Platform.
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Who doesn't know Mahindra and Mahindra? It is a well known car manufacturer, which is dominating the SUV segment of the car market in India. Its portfolio comprises of some amazing models like Mahindra Scorpio, Mahindra XUV 500, Mahindra Verito sedan and Mahindra Xylo. Mahindra and Mahindra began leaving its tractor maker image and stepped foot into the passenger car segment in late 90s. When Mahindra was thinking to enter the passenger car section of the Indian car marker, the company had a choice of selling products licensed from Multinational companies to make ten-seater vehicle or make a new vehicle.
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And the firm picked to go with developing a brand new vehicle right from scratch. Initially, Mahindra and Mahindra announced Xylo project with a codename of 'Ingenio' in the year of 2006. The car was target to give a tough competition MUVs like Chevrolet Tavera and Toyota Innova. Mahindra Xylo was finally launched in 2009 in the Indian car market. Company actually invested a whopping 550 crore (Rs 5.5 billion) in the project. For M&M, Xylo had been a complete challenge and the main purpose of the project was testing the restrictions of every car manufactured before it.
Xylo actually meet the needs and requirements of the consumers and the technologies that were used while developing the car impressed one and all. Mahindra Xylo was developed keeping in mind the consumers first. Mahindra and Mahindra has always put all its heart and soul while developing their cars and same was done with Mahindra Xylo. About 160 engineers worked very hard and made Xylo what it is today.
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The company took things very seriously selected best engineers from all over the country.
These engineers spent a lot of time with the consumers of India and observed their need and requirements regarding cars and vehicles. The outcome of these efforts was Mahindra Xylo that met all the needs of the car consumers. The interiors were done accordingly and the exteriors were kept striking and attractive. A massive score of research and development was done for Mahindra Xylo. Each and every manufacturing procedure of Xylo has been done under keen observation of some highly qualified engineers.
For example the body assembly process of Mahindra Xylo was completely automatic to make sure the implausible altitude of accurateness. Therefore one thing is perfectly sure that Mahindra and Mahindra has actually worked hard for this MUV and made one of the most exiting products produced by the firm so far. Mahindra Xylo was launched with six variants, namely D2, E2, E4, E6, E8 and E9 that fall into the price range of Rs 7,12300 to Rs 940,000.
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Mahindra Xylo literally took away the Indian car market by storm as it managed to sell about 3,000 units in March 2009 itself. Mahindra Xylo was launched with 2 types of diesel engines, one is 2498cc of mEagle CRDe and the other one is 2489cc of mDI CRDe. Both of them actually manage to deliver good power and torque along with great mileage so that it doesn't get heavy on the pockets of the consumers in India. The exteriors of the MUV are attractive, while the interiors have so many features. Some of the major ones comprise of illuminated spoiler, 9 inches of LCD screen with DVD player, foldable flight tray, glass antenna, intelligent park reverse assist system, ample of legroom, head room and elbow room, decals, airbags, anti lock braking system and so on. In February 2012, Mahindra and Mahindra launched the facelift version of Mahindra Xylo at a price of Rs 7.37 lakh.The major changes that the company made in the car were in the exteriors. The new Mahindra Xylo came with restyled wheel arches, smooth and alluring side body moulding, refreshed headlights, sporty roof rails, brand new and fresh illuminated spoiler and new bumpers.
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The top trim of Xylo, E9 got some changes in the interiors as well. The face-lifted Mahindra Xylo E9 was blessed with audio controls mounted on the steering wheel, glossy wood finish, authentic Italian upholstery, and new floor consolers, rich walnut brown colors finish and cup holders.
This variant features 2.2 litre of mHawk engine that churns out 120PS of power and 280Nm of torque. The five speed manual transmission mated with the engine ensures a smooth and hassle-free ride.
Overall
, Mahindra and Mahindra has left no room for any errors and made Mahindra Xylo an ideal MUV for a family. It has all that one would wish to see in their car. Therefore, if you think you would be buying a MUV anytime soon, Mahindra Xylo would be the perfect choice for you.
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( D2 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mDICRDe engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones ( D4 ).
? ? ? ? ? ? ? ? ? ? ?
mDICRDe engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps
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? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones Theatre Effect lamp Power windows Black footstep integrated with mud flaps Roof console for spectacle holder Rear Wash and wiper Smart wheel covers Body coloured front and rear bumpers Crumple zones ( E4 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mEagle engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grilleSleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones Theatre Effect lamp Power windows Black footstep integrated with mudflaps Roof console for spectacle holder ABS with EBD (optional)
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? ? ?
Rear Wash and wiper Smoky body decals Body coloured front and rear bumpers ( E8 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mEagle engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches 2 DIN Audio System Digital Drive Assist System Dual SRS Airbags (optional) Intellipark Reverse Assist ABS with EBD Rear defogger Dual mobile charging points Height adjustable drivers seat Alloy wheel and Airbag Glossy wood interior panels Front and rear fog lamps Glass embedded antenna 3 position lumbar support for front seats Driver & Co driver Armrest Foldable armrest Power windows (express, with anti pinch) Theatre Effect lamp
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? ? ? ? ? ? ? ?
Black footstep integrated with mudflaps Roof console for spectacle holder Rear Wash and wiper Smoky body decals Sporty rear spoiler Body coloured ORVMs Body coloured front and rear bumpers Crumple zones ( E9 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mHawk Engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Voice Command Technology Blue Drive Technology Cruise Control Audio Control on Steering Wheel Digital Drive Assist System Genuine Italian leather interiors 2 DIN Audio System Leather wrapped gear knob Foldable Snack Tray Dual SRS Airbags ABS with EBD Intellipark Reverse Assist Front & Rear Fog Lamps
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? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Glass embedded antenna 3 position lumbar support for front seats Glossy wood interior panels Dual mobile charging points Alloy Wheels Height adjustable driver seat Driver & Co driver Armrest Foldable armrest New designed floor console Power window (express, with anti pinch) Theatre Effect lamp Black footstep integrated with mudflaps Roof console for spectacle holder Under seat storage Warning System Rear Wash and wiper Rear defogger Smoky body decals Blackened pillars Sporty roof rails Moulded rear spoiler New instrument panel New centre console Sporty rear spoiler Body coloured front and rear bumpers Body coloured ORVMs
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Mahindra Xylo Parent Company Category Sector Tagline/ Slogan USP STP Segment Target Group Positioning SWOT Analysis Strength 1.Power of a SUV combined with the luxury of a sedan 2.Good advertising and brand visibility 3.Comparitively a low maintenance MUV 1.Limited market share in growing SUV market 1.Increasing purchasing power and growing target base 2.Leverage strong brand name by more advertising 3.Newer innovations 1.Intense competition 2.Government regulations and increasing fuel prices 3.Improvement in public transport Middle level SUV Segment Big Family / Transport Operators A MUV which will give luxury and performance of a sedan Mahindra SUV Automobiles The era of sedans is now over Looks, Technology, Spacious
Weakness Opportunity
Threats
Competition Competitors 1.Innova 2.Tavera
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A comparison road test of Toyota Innova 2.5 VX 7 STR BSIV and Mahindra Xylo 2012 E9 Vikrant Singh, 15-Apr-2012 The family movers. Both these MPVs, the Mahindra Xylo and the Toyota Innova are best considered when you have a large family. The question is which of the two should you buy? AUTO BILD INDIA has the answer. The primary reason most of us buy a seven-seater vehicle is that we actually need to seat that many people, especially if it‘s not an SUV but an MPV; the likes of which you see on these pages. So, clearly we want good space, a sorted ride, flexibility with loading and seating options and comfortable seating for all on board as well. Having a practical cabin with good storage helps too, as does easy ingress/ egress; after all if the family is large, grandparents are a given. And the master of this is the Toyota Innova . It might not be the best selling MPV in the country (that honour goes to the Mahindra Bolero), but break it down further and look at the upper reaches of this segment (read more
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expensive), and the Innova, is the clear leader.Then there‘s the Xylo; the challenger. Actually, the Mahindra has been the challenger for a number of years now but only sells half as much thanks to the Innova's brand equity and the latter proving itself to be abetter product overall. To tackle this Mahindra has launched a fresh offensive with the updated Xylo. It boasts of better looks, improved interior quality, and more equipment and as ever, a very competitive price tag. As for the Innova, it too has received a face-lift and gets more equipment than before and as ever, comes with good ergonomics and class leading quality. So, which of the two is now a better seven seat buy? Quality has improved, but it needs to be better still. Driver information system is new. No climate control. E9 gets steering mounted controls for both stereo and cruise control. Lots of cup and bottle holders all round.Clocks haven't changed.
Visual changes at the rear as part of the facelift on both vehicles is minimum. The overall quality levels on the Xylo might have improved - it shows in the plastics used for the door inserts as well as the centre console - but the Innova is still ahead. The plastics on the Toyota look and feel richer. The fit and finish is better too and it remains the better of the two when it comes to operability as well as ergonomics. So, not only are the various controls easier and crisper to use, these feel likethey'd last longer as well. As far as equipment goes, things are more or less even. Both get steering
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mounted controls, electric ORVMs, central armrest and air vents for almost every passenger and decent storage all round. There are differences, nonetheless. The Toyota has sliding second row seats which add to flexibility in seating. It also gets Bluetooth telephony and a reversing camera and a single zone digital climate control system. The Xylo might lack these features, but then it makes up for it with a driver information system and cruise control which are missing on the Toyota. look smarter. The steering is new too and gets controls for the stereo, plus there's a new central console complete with touch screen interface and Bluetooth. Digital climate control and lock-unlock button are convenience features missing on the Xylo. Xylo has better driveability and ride, while the Innova is the better handler of the two. When it comes to seating comfort though, the Xylo has the edge. The seats in all three rows are more cushy and supportive, the space on offer, especially, the kneeroom is better and though it is slightly more challenging to get into compared to the Toyota; it isn‘t unmanageable. And then just as a bonus, the Xylo also offers its second row passengers flip-open tables that do come in handy. However, between Xylo and the Innova, it is the latter we'd pick as the better drive. And all of it is down to the Toyota's better dynamics. Drive the two back to back and the Innova's prowess instantly comes to the fore. The driving position is more comfortable, the steering feel is better and it is more instant in its reactions. The floor pedals are more ergonomically placed too and the visibility again, is clearer on the Toyota.It's also more stable be it over
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an undulating road at high speeds or on a twisty hill road. It is sharper, surer and more predictable. Even getting hard on the brakes is less stressful.
Mahindra Xylo-The engine though is new for the Xylo. What also matters, and in some cases it can be a deal breaker, is the way a vehicle drives. If that were to concern engines and performance alone, the Xylo would have been the one to go for. It clearly has the better engine. On paper, it is more powerful and one with a higher torque rating. In the real world, it helps the Xylo leave the Innova for dead in a straight line drag; it takes three seconds or so less to get to 100kmph than the Toyota and by the time the MPVs hit 140kmph the difference is more than 10 seconds. Toyota Innova-Innova's engine needs more grunt. But that's not all, even through the gears the Xylo is a more alert beast. In our roll-on runs, be it in 3rd, 4th or 5th gears, the Mahindra was significantly quicker. This means when you are on the highway, the Xylo will be effortless to overtake with and to get back to a decent three digit cruising speed.
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Mahindra Xylo (mm)
Looking more at space and comfort rather than better dynamics? Get the Xylo.As the measurements show, it is more spacious everywhere and it has better seats.
Boot space not as much as the Innova's.
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Boot space is much more usable.
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Scorecard
Body: The Toyota and the Mahindra might have scored exactly the same points under Body, but these MPVs excelled in completely different areas. The Xylo scores more for space, both front and back and for better ambience. The Innova on the other hand has a more usable boot and better quality overall which brings it at par with the Xylo under this head. Drive: The Xylo might have the smaller engine, but it is more modern and with it makes more power and torque than the Innova's diesel engine. The end result as is clear from the Scorecard is much better performance on road. The Xylo accelerates faster, is way more driveable both in the city and on the highways and best of all, it returns better fuel economy. Comfort: This did come as a surprise but then even though the Xylo has more comfortable seats, it loses out in the Scorecard thanks to higher, more cumbersome ingress/ egress compared the more car-like Innova. Then the Innova has much better handling in its favour. The Xylo though rides better and gets more comfort equipment as well.` Dynamics: This though is according to the script. The Innova as we have said repeatedly has better dynamics, which besides handling includes steering response, stability in a straight line as well as through quick direction changes and of course, braking. On all these counts the Innova scores higher. Xylo however does have a shorter turning circle. Cost: The biggest drawback of the Innova has been its high pricing. It's a good Rs 3 lakh more expensive than the Xylo in this test. But then, with its higher resale value and better warranty the Toyota also makes more sense when it comes to cost. It scores five points more than the cheaper Xylo here.
Verdict The Innova is pricier, but even so with its better dynamics, quality, and ergonomics and of course an equipment list that's almost as good as the Xylo's, it wins. There's no denying that the price premium is a tad much, but even then, the Innova is the
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better buy if you are looking for a well designed and well thoughtout seven-seater MPV.
?Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering andex changing products of value with others?.Philip Kotler. Marketing includes all those activities having to do with effecting changes inthe ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied ,by the exchange of goods and services for some valuable consideration.-
American Marketing Association. Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these products and services.Marketing consists of analyzing marketing opportunities, resear ching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the
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companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.
Marketing Mix
The basic marketing tools known as the 5 "Ps" are still the most effective way to product launching. The 5 "P's" stand for Product, Price, Packaging Place, and Promotion. These are known to be effective regardless of whether you're launching a product online or offline. If you are planning to launch a product any time soon than make sure you give the 5 "P's" some form of consideration.
1. Product This is the main part of entire marketing campaign. Without a great product you don't really have much to work with. For this reason you have to make sure that you have got market research right. It is very important to make sure that you have met all the requirements that a consumer would want in the product you are offering. You need to make sure that all products are of great quality and that can be relied on as well. After all it is not a stroll through the park in order to achieve the trust of customers. The product you are offering will be the so called first impression on company's reputation. For this reason it is very important that you get everything right. The main goal in terms of products is to meet customer's expectations.
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2. Price This is also quite an important factor in more terms that one. Seeing that you will be competing against other competitors, you have to make sure that you offer a price that will make customers want to come and buy product instead. Don't just price product out of thin air. Make sure you do market research and based on the quality and benefits of product, price item accordingly. One thing you should keep in mind is that with the current credit crunch, many will be looking at ways to cut down on their spending. For this reason you have to make sure price appeals to a wide range of audience. 3. Packaging The packaging of product is also like the first impression of what you have to offer. You need to make sure that packaging is both attractive and safe. Safe in the sense that it provides adequate protection to the product it is holding. Unless you haveanattract ive packaging, you won't be able to attract possible customers.
4. Place This is one of the most important factors when it comes to the actual launch of the product. You need to decide on the perfect location that will allow you to maximize the possible customers. Try choosing a location that has a lot of people passing by on a regular basis.
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5. Promotion This also is known to play a key role in advertising and the launch of the product itself. You need to carefully decide on the approach that you will promote product in comparison to other competitors. So, you are about to launch a new product. You want to get it rapidly out into the market. You need satisfied buyers whom you can use to promote the product's adoption by a wider audience. Business to business marketers who maintain a customer marketing database today have some excellent tools available to permit a profitable launch of new products to their existing.
The Promotion Mix of a company includes the following tools;
Advertising: It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Direct Marketing: It refers to the use of mail, telephone and other non-personal contact toolsto communicate with or solicit a response from specific customers a ndprospects. Personal Selling: Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.
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Public Relations and Publicity: It refers to the variety of programs designed to promote and or protect a company‘s image or its individual products. Sales Promotions: The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.
Objectives of Sales Promotion
The specific objectives set for sales promotions will vary with the type of the target market. For consumer promotions, objectives include encouraging purchasing of larger sized units, building trial among nonusers and attracting switchers away from the competitor‘s brands. For trade promotions, objectives may include; including retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging support of a new product or model, encouraging more prospecting and stimulating offseasonal sales.
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Butmost importantly, sales promotion should be focused on consumer re lationship building.
Sales Promotion Tools: Many tools can be used to accomplish sales promotion objectives.
Descriptions of the main promotional tools are as follows;
The main consumer promotion tools are as follows; Samples: They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted. Coupons: Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other products. Rebates: Rebate is also known as cash refund offers. Rebates are offers torefund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale Price Packs:
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Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package.
Premiums: These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack). Prizes: They are offers of chance to win something such as cash, trips or goods by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions. Tie-in Promotions: Tie-in promotions involve two or more brands or companies that team upon coupons, refunds or contests to increase their pulling powers. Cross Promotions: Cross promotions involve using one brand to advertise non-competing brand. Advertising Specialties: These are useful articles imprinted with an advertiser‘s name, given as gifts to consumers. Patronage Rewards: They are cash or other awards for the regular use of company‘s products or services. They are values (in cash otherwise) that are proportional to one‘s patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.
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POP Promotions: Point of purchase (POP) includes displays and demonstrations that take place at the point of purchase or sale. Trade Promotion Tools: More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows; Discounts: It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time. Allowances: They are the amount offered in return for an agreement by the retailer to feature the manufacturer‘s products in some way; displays, advertising or otherwise. Free Goods: Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. Companies also offer push money and specialty advertising items to the middlemen. Business Promotion Tools: Companies spend huge amount on promotions focused on industrial consumers. The major business promotion tools are as follows; Trade Shows and Conventions: Sales Contests. Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest and implement the program and evaluate its results.
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Sales promotion is an action, which increases the volume of Sales. In a broad sense, the term 'Sales promotion' refers to promotion as discussed as the all the activities of personal selling, publicity, advertising and Sales promotion has been technically defined to include display, demonstration contests and trading stamps. "It applies to assorted non-recurrent and some what extra ordinary non-personal selling effect.
OBJECTIVES OF THE STUDY
The present study is carried out with the following objectives: 1. To study the consumer perception towards Advertisement of companies products. 2. To find out the consumer awareness about the products. 3. To know about the consumers satisfaction with the advertisement given by the company. 4. To find out what the consumers look for the media for advertisement. 5. To find out the opinion of the consumers about company advertisement. 6. To find out the frequency of advertisement preferred by the consumers. 7. To know about the expectations of the consumers
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on companies products.
METHODOLOGY
The present study was based both on primary and secondary data. The primary data have been collected through survey method. The relevant information and data have been collected through canvassing a welldesigned questionnaire/schedule. The researcher has prepared separate questionnaire/schedule for getting information from respondents. The wellstructured questionnaires/schedules were pre tested to know its relevanc e to collect the required information from the respondents The primary information collected was tabulated systematically and converted into tables. The relevant statistical tools were used to interpret and analyze the data collected from the primary sources. We have used the graphic methods to make the presentation and analysis more effective. For the purpose of gathering secondary data on the topic books, articles ,reports, newsletters, bulletins, CD ROMs, microfilms, journals, magazines.
SOURCE OF DATA
Primary Data: Interview, Questionnaire. Secondary Data: Company report, Company journals.
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Patna 1 .Sonali Autos Pvt. Ltd. Dangi Complex, N. H. - 30, New Bye Pass Road, PO: Anishabad Patna-800002 E-mail: [email protected]; [email protected] Phone: 0612-2255751/41 2 . Priyadarshi Motors Pvt. Ltd. Plot No.11, Vishwashariya Nagar, Nahar Par, Baily Road, Patna- 801503 E-mail: [email protected] Phone: 06115-3261277 Bodhgaya 1 . APR Automobiles Pvt. Ltd. Opp. DAV Public School, Near Airport,Gaya Dobhi Road, Gaya Bodh Gaya Phone: 09234604786, 09234455572 Motihari 1 . Shree R.C.Enterprises NH 28, Bariyarpur,Near Zero Mile, Motihari [email protected] Phone: 06252-240655 2. Brajesh Automobiles Pvt. Ltd. N.H.31, Purnea Phone: 06454-242649 Mobile: 9431230055
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DIRECTOR
GM HR MANAGER
SALES MANAGER
FSC
SSC
HR EXECUTIVE
ICRE
EDP MANAGER
ADMIN MANAGER
EDP EXECUTIVE SERVICE MANAGER WORKS MANAGER A/C ASSITANT CASHIER S.A S.S
ACCOUNTS MANAGER
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TECHNICIA N/HELPER
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I.C.R.E(S)
SPARE PARTS
A sales lead is the identification of a person or entity that has the interest and authority to purchase a product or service. This step represents the first stage of a sales process. The identification of the sales lead is referred to as Lead Generation, a process conducted by either the marketing or sales organization.
The lead may have a corporation or business associated (a B2B lead) with the person(s). Sales leads are generic leads - i.e. a person signs up for a type of offer, instead of a particular company or brand. Sales leads come from either lead generation companies processes such as trade shows, direct marketing, advertising, Internet marketing, spam, gimmicks, or from sales person prospecting activities such as cold calling or making a connection through a social network. For a sales lead to qualify as a sales prospect, or equivalently to move a lead from the process step sales lead to the process sales prospect, qualification must be performed and evaluated. Typically this involves identifying by direct interrogation the lead's product applicability, availability of funding and time frame for purchase. This is also the entry point of a sales tunnel, sales funnel or sales pipeline.
Sales leads are typically generated for closing a sale. As a result, they are information heavy - a sales lead would contain not only the basic information of a person (such as First Name, Last Name, Email, etc.), but also more detailed information such as FICO Score, Household Income, etc. In complete contrast, marketing leads contain only the basic contact information of a person, such as Name, Email and Social Networking handle.
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Advertisers use the information contained in a marketing lead to build a long-term relationship with the consumer via email, Facebook, Twitter or a brand community site. If a sales lead eventually makes a purchase, this is called conversion and a closed sale. The ratio of sales leads that convert is often referred to as the conversion rate, a way to measure the effectiveness of a sales process, sales team, or sales person.
Lead sources:
Leads or sales sources can be generated by many different marketing campaigns or can have many different sources. Leads can be generated through mailings (fax, paper and email), fairs and trade markets, phone (call centers), database marketing and websites.
Leads from websites are often called internet leads and are set apart from the other mentioned generating methods as internet applications can be submitted and send to the sales agent within minutes over the internet providing a chance to have a conversation with the lead while the sale is still fresh in their head. This is called a "real time" although each lead provider has a different definition of how long the time period is.
Another lead product is called a live transfer lead. These leads are generated in a variety of ways by different lead generation companies. The main difference is how the leads are generated. Customer initiated live call transfers are generated when a customer calls into a call center off of advertisements, educational blogs, landing pages, etc. The call center (domestic or foreign) depending on the company may screen the
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lead and gather information to provide the business as well as make sure they are both motivated and qualified.
Another option is to generate them by a dialer that dials a set of phone numbers, plays a message to the individuals and then those individuals have the opportunity to press 1 to be connected to a live agent. Sometimes live lead transfers are sent to a call center agent who then qualifies the individual before sending to the sales agent.
A
revenue
Demand
Generation
Tools:
Your sales team should be focused on what they do best - educating and selling the buyer on the value of your organization's product. Porter can seamlessly integrate a prospect profiling program into your sales process to improve efficiency, allow for scalability and ensure the best use of your sales team's expertise. Prospect profiling provides your company with a validated picture of each prospective customer, as well as emerging trends occurring across multiple organizations within the targeted market.
A Prospect Profiling program will:
?
Determine the characteristics of the "ideal prospect" for your product/service, focusing your sales resources on the "most likely to buy" accounts
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Prioritize prospects, along with likeliness to buy attributes, who merit follow up by your organization's sales representatives,
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allowing more effective and efficient allocation of your sales force's time
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Capture relevant information about prospects (current solution in place and satisfaction level, experience with other vendors, decision-making process and buying timeline for this type of purchase) in order to tailor appropriate follow up activities.
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Build brand recognition by communicating specific messaging to prospects, generating awareness and piquing interest about your organization's product prior to contact from a sales executive.
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Assess how your company's "value proposition" resonates with prospects.
By consistently "feeding the pipeline" to keep new prospects moving through the sales process, your company can ensure that your sales and growth targets stay on track. With detailed prospect profiles - complete with each company's current environment, specific needs and concerns, and purchasing decision-making process - your sales team will be armed with the competitive edge to drive revenue.
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It is a world wide automobile Organization which will take survey every year for all automobile companies on the basis of CSI & SSI.
It is a individual Organization world wide.
CSI :- Customer Satisfaction Index ( In Workshop ). SSI :- Sales satisfaction Index ( In Sales ).
These all includes 16- parameters.
? In India Mahindra & Mahindra is at third position. ? Worldwide Mahindra & Mahindra is at 10th position.
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Q.1 How do you come to know about ( Mahindra & Mahindra ) XYLO ?
Sources of Information Dealers Advertisements Magazines Banners
No. of Percentage Respondents 15 30 2 3 30 60 4 6
Dealers Advertisements Magazines Banners
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During the survey it has come to light that most of the respondents came to know about the XYLO from advertisements followed by 60% and 30% of the respondents who came to know about it from Dealer and followed by 6% and 4% respondents going with banners and magazines respectively.
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Q.2 Which type of brand of Mahindra & Mahindra you Use?
Type of Brand Light Commercial Vehicles(LCV) Utility Vehicles ( UV ) Tractors
No. of Respondents 7 32 11
Light Commercial Vehicles ( LCV ) Utility Vehicles ( UV ) Tractors
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During the survey it has come to light that 11 respondents were having Tractors, 07 respondents were having LCV, whereas rest of the respondents i,e, 32 were having UVs with them.
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Q.3 While making purchase What are the key factors You expect in your Vehicle?
Factors Price Brand Name Product Durability Services Provided By Company
20 18 16 14 12 10 8 6 4 2 0
No. of Respondents 8 8 19 15
Price
Brand Name
Product Durability
Services Provided By Company
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Survey transpired that 8 respondents customers in Sirsa District consider about the price of the vehicle while purchasing, 15 respondents prefer services provided
by the companies, 19 respondents durability of the produc t, whereas remaining 8 respondents prefers the brand name of the company.
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Q.4 What is the best feature you observe in Mahindra & Mahindra’s newly launched XYLO?
Best Features in XYLO Outstanding Look Transmission System Cooling System Steering System Fuel System Suspension
25 20 15 10 5 0
No. of Respondents 22 8 11 2 0 7
Transmission System
Outstanding Look
Steering System
Fuel System
Cooling System
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Suspension
Survey transpired that most of the respondents were bewitched by the M & M‘s newly launched XYLO‘s look as 22 respondents corroborated this fact. However 8 respondents favored its transmission system to be best feature in XYLO. There were 7 respondents who were tempted by its suspension system.
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Q.5 How do you rate overall performance of Mahindra & Mahindra XYLO?
Overall Performance Excellent Good Average Poor
No. of Respondents 22 17 8 3
Poor
Average
Good
No. of Respondents
Excellent
0
5
10
15
20
25
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Survey transpired that 08 respondents in district Sirsa rate M & M‘s XYLO as ? AVERAGE ?.17 respondents consider them as ? GOOD ?. 22 as ? EXCELLENT ? and the remaining 03 respondents were not satisfied with the performance of XYLO.
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Q.6 While buying the Mahindra & Mahindra product ,What are the important factors influences the promotional scheme?
Factor for scheme Exchange Offer Special Discount Prize Any Other
No. of Respondents 16 14 8 12
18 16 14 12 10 8 6 4 2 0 Exchange Offer Special Discount Prize Any Other No. of Respondents
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Survey transpired that 16 respondents consider that exchange offers influence the Company‘s schemes. However 8 respondents went with prizes given by the Company, 14 respondents are bewitched with the special discounts and 12 respondents considers other schemes.
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Q.7 What do you think may be the biggest strength of Mahindra & Mahindra’s Product ?
Biggest Strength of M&M Durability Mileage Services of Company/Dealers Any Other
No. of Respondents 19 4 18 9
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Durability Mileage Services of Company/Dealers Any Other
During the survey it has come to light that out of the 50 respondents Customers, 4 respondent rated the strength of M & M because of its Mileage, 19 respondents for Durability, 18 respondents for the services provided by either Company/Dealers, whereas 9 respondents of them had their own respective view.
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Q.8 Would you like to recommend M&M’s products to your friend ?
Recommendation Yes No
No. of Respondents 46 4
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Yes No
During the survey it has come to light that out of the 50 respondents Customers, 46 respondents were interest to recommend M & M products whereas 4 respondents were reluctant to recommend.
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Q.9 According to you Which is the Leading competitor to M&M in India ?
Leading Competitor Maruti Udyog Tata Motors Ford Any Other
No. of Respondents 42 2 2 4
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Maryti Udyog Tata Motors Ford Any Other
During the survey it has come to light that most of the respondents believe that the only competitor of M & M is Maruti as enunciated by 42 respondents. However only 2-2 each respondents with Tata Motors & Ford. On the other hand, 4 respondents have their respective opinions.
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Q.10 If you are going to purchase any vehicle, Would you prefer Mahindra & Mahindra’s Xylo in Future ?
Prefering Xylo While Purchasing Yes No
No. of Respondents 39 11
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45 40 35 30 25 20 15 10 5 0
Yes
No
During the survey it has come to light that out of the 50 of respondents Customers, 39 respondents were intending to purchase M & M‘s XYLO whereas 11 respondents were not willing to purchase M & M‘s XYLO.
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The conclusion derived from conducting the study regarding Mahindra & Mahindra and finding of the study are as follows :-
1. Advertising play a major role for the sales promotion schemes, whereas other factors can not be ruled out. 2. Company/Dealer's services is also a prominent feature, which should be provided to the customers.
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3. Most of the respondent-customers that it's services provided to customers is the biggest strength of the company. 4. Most of the customers were happy with company's product and willing to recommend company's product, which is a good sign for the company. 5. Most of the customers were ever contacted by the dealers after the purchase. 6. Regarding non-customers, they have good ideology regarding the company. 7. XYLO came in the knowledge of people from advertisements as admitted by 30% of the respondents who came to know about it from Dealer followed by 6% and 4% respondents going with banners and magazines respectively.
?
Mahindra & Mahindra Customer Care Centre should be installed and a toll-free telephone NUMBER should be installed for customers to get their grievances redressed and for noncustomers to know about the company's policies and it's products. Mahindra & Mahindra is able to defend it's present position in the market. Now they should try to penetrate Substitutes' position. They have to Convince users of other brands to shift to them. So the strategy must be competitive on all sides.
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?
?
Mahindra & Mahindra has a big market. So, now they should try to acquire it, as they have already made a good name in market. To compete the other products they have to conform the International Standards Whether it is a quality or service standards or price etc. There is a need for Advertising Mahindra & Mahindra and its various applications to expand the total market. Advertisements should be informative and educative in nature so as to create awareness, but the company should never forget to emphasize on specific brand. The company must improve its decision making system to such an extent that it can be possible for the company to make frequent decisions to Cope with the Market Conditions. Most of the customers are quality conscious so quality should be maintained. Time to time sale promotional schemes viz. Road shows and canopies on the roads at various Chowks of city should be placed to aware the public regarding Mahindra & Mahindra. More advertising material should be provided to dealers to attract the customers. Company should emphasize on Advertisements through Print and Electronic Media both. So that people can get more aware about company and their relative products. Sales Force should be increased So that people can get aware about the Mahindra & Mahindra Products and their Concepts.
?
?
? ?
?
?
?
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?
Employees and Advisors should be trained on human behavior and that they should be made clear that customer is always right.
Therefore I would like to suggest that Mahindra & Mahindra should do some extra promotional activities like visiting to customer to know their problems and about the performance of the vehicle sold. We know that Customer create Customer, If we satisfy one customer, he will recommend other customer to purchase the particular product. Only selling of vehicle is not our motive, Company has to provide good service after sales also. That is the only way to increase the market share.
Finally it was a great learning experience with SONALI AUTOS PVT.LTD.PATNA, an authorized dealer of Mahindra-XYLO at Patna ( Bihar ). The practical experience 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 behaviors etc, and the
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different practical marketing approaches followed will always help in building my career.
Questionaire
Customer Satisfaction :Q.1 Name: …………………………………Sex …………………….. Father's Name : …………………………..Occupation……..……
Q.2 Q.3
Gender : Age of Group :-
A) Male A) 20-25years C)30-35years
B) Female B)25-30years D)Above 35 years
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Q.4 Q.5
Education :Occupation :-
A)U.G A)Employed
B)Grade
C)P.G
B)Self Employed D)Private Sector
C)Public Sector E)Any Other
Q.6
Your preference while choosing a four-wheeler passanger car ? (A) Mahindra (B)Tata (C)Maruti (D)Hyundai
Q.7
How do you come to know about this M & M' Xylo? (A)Dealer (B)Advertisement (C)Magazines (D)Banners
Q.8
Which type of brand of M & M you use? (A)LCVs (B)UVs (C)Tractors
Q.9
While making purchase what are the key factors you expect in your vehicle? (A)Price (B)Brand Name (C)Product Durability
(D)Services provided by company Q.10 What is the best feature you observe in M & M's newly launched Xylo ? (A)Outstanding look (B)Transmission System (C)Cooling System (E)Fuel System (D)Steering System (F)Suspension
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Q.11 How do you rate overall performance of M & M's Xylo ? (A)Excellent (B)Good (C)Average (E)Poor
Q.12 While buying the M & M product what are the important factors influences the promotional scheme? (A)Exchange offer (B)Special discount (C)Prize (D)Any other Q.13 What, do you think may be the biggest strength of M & M 's product? (A)Durability (B)Mileage (D)Any other
(C)Services of company / Dealers
Q.14 Would you like to recommend M & M‘s products to your friend or relatives? (A)Yes (B)No.
Q.15 According to you which is the leading competitor to M & M in India ? (A)Maruti Udyog (B)Tata Motors (C)Ford (D)Any other
Q.16 If you are going to purchase any vehicle would you prefer M &M's Xylo in future? (A)Yes (B)No.
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Customer Feedback :-
Date………… Place…………
Signature of the Customer. ……………………………..
BIBLIOGRAPHY & WEBLIOGRAPHY
etymonline.com. Kotler, P, Armstrong, G, Brown, L, and Adam, S. (2006) Marketing,7th Ed. Pearson Education Australia/Prentice Hall. Kotler, Philip; Gary Armstrong (1989). Principles of Marketing, fourth edition (Annotated Instructor's Edition). www.teammahindra.com.
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Brochures of Mahindra & Mahindra. www.mahindra&mahindra.com. Random House Dictionary, PHILIP KOTLER :- MARKETING MANAGEMENT. RANJAN SAXENA :-MARKETING MANAGEMENT. www.teammahindra.comBrochures of Mahindra www.mahindraxylo.com
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doc_236502167.docx
Danish Iqbal Roll No :- 54 Session :- 2011-2013.
A project is scientific and systematic study of real issue on a problem with the application of management concepts and skills. The study can deal with a big issue in any division of an organization. It can be case study where a problem has been dealt through the process of management. In the partial fulfillment of the requirement for the award of the degree of M.B.A from (M.M.H.A.&.P.University,Patna ), A student has to undergo a project training in any organization. Because MBA is a stepping-stone to the management carrier and to develop good manager. It is necessary that the theoretical must be supplemented with exposure to the real environment. Theoretical knowledge just provides the base and its not sufficient to produce a good manager that’s why practical knowledge is needed. Therefore the research product is an essential requirement for the student of MBA. This research project not only helps the student to utilize his skills properly learn field realities but also provides a chance to the organization to find out talent among the budding managers in the very beginning. So I engaged myself with a leading Mahindra & Mahindra from automotive sector under the Sonali autos Pvt.Ltd.Patna for some purpose. The topic of my project is “ AN EVALUATION OF MARKETING AND SALES PROMOTIONAL ACTIVITIES OF MAHINDRA XYLO “ has been a compiled to present the relevant facts and opinions on the subject in a proper prospective and in an objectives spirit. I have also tried to give suggestion based on my research which will have long terms impact as well.
Danish Iqbal Roll No :- 54 Session :- 2011-2013.
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Mahindra & Mahindra Limited (M&M) (BSE: 500520) is an
Indian Multinational automaker headquartered in Mumbai, Maharashtra, India. It is one of the largest automobile manufacturers by production in India and a subsidiary of Mahindra group conglomerate. The company was founded in 1945in Ludhiana as Mahindra & Mohammad by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammad.
K.C Mahindra
J.C Mahindra
Malik Ghulam Muhammad
After India gained independence and Pakistan was formed, Mohammad immigrated to Pakistan where he became the nation‘s first finance minister.
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The Mahindra Group is a $ 4.5 billion * conglometer. It is a leading manufacturer of multi-utility vehicles with significant presence in key sectors like farm equipments, infrastructures, information technology and financial services.
The Group has leading presence in many key sectors :1. Automotive ( Mahindra & Mahindra LTD.) 2. Farm equipment ( Mahindra Tractors ) 3. Mahindra trade & Financial Services ( Mahindra Inter trade & financial Sevices Ltd.) 4. Mahindra Systems & Automotive Technologies ( Mahindra Engineering Services, Mahindra Ugine ) 5. Information Technology ( Tech Mahindra,Bristlecone ) and infrastructure Development ( Mahindra GESCO, Club Mahindra Holidays, Mahindra World City ).
Two Group Companies Mahindra Finance & Tech Mahindra made their debut on the courses in 2006 in line with the commitment that each of the business segments would have flagship companies that will be listed.
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The Group employees over 40,000 and has eight- art of the manufacturing facilities in the India Mahindra & Mahindra has made strategic acquisition of plants in China and the United Kingdom, and has three assembly plants in USA Mahindra & Mahindra has entered into partnership with international companies like RENAULT SA,FRANCE, NISSAN, and International Truck and engine corporation, USA. Mahindra & Mahindra‘s products are being exported to the USA. Russia and several other countries in Africa,Asia, Europe & Latin America. Its global subsidiaries include Mahindra Europe Sr. Based Italy, Mahindra USA Inc. Mahindra South Africa & Mahindra ( China Tractor Co. Ltd. Over the years, The Mahindra has transformed itself into a group that has leadership position in all the sectors it operates and has a growing global footprint. FORBES has ranked the Mahindra group in its Top 200 list of the world‘s most reputable companies and in the Top 10 list of the most Indian reputable Companies. Mahindra & Mahindra was set up as a steel trading company in 1945.it soon expanded into manufacturing general-purpose utility vehicles, starting with assembly under license of the iconic Willys jeep in India. Soon established as the Jeep manufactures of India, M&M later branched out into the manufactures of Light Commercial Vehicle (LCV) and agricultural Tractors. Today M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio and enjoys a growing global market presence in both the automotive and tractor businesses. Over the past few years M&N has expanded into new industries and geographies. They entered into the Two-Wheeler segment
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by talking over Kinetic Motors in India. M&M also has controlling stake in Reve Electric Car Company and acquired South Korea‘s Ssang Young Motor Company in 2011. M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint Venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. M&M automobiles division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero .It formally had a joint venture with Ford called Ford India Private ltd to build passenger cars. At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to sear five passengers and powered by a small turbodies engine. True their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and the June 2009, the Xylo has sold over 15000 units. Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group .This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manus included Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs. Mahindra planned to see the diesel SUVs and pickup trucks starting in late 2010 in North America through independent
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distributors, Global Vehicles USA, based in Alpharetta, Georgia. Mahindra announced it will import pickup trucks from India in Knockdown Kit (CKD) from to circumvent the Chicken tax CKDs are complete vehicles that will be assembled in U.S from kits of parts shipped in crates on 10 October 2010, however, it was reported that Mahindra had indefinitely delayed the launch of vehicles the North American market, citing legal issues between it and Global Vehicles after Mahindra reacted its contract with Global Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers instead of through Global Vehicles However, a November 2011 report quoted John Perez the CEO of Global Vehicle USA, as estimating that he experts Mahindra?s small diesel pickups to go on sale in the U.S by spring 2011, although legal complications remains and Perez, while hopeful, admits that arbitration could take more than a year. Later reports suggest that the delays may be due to an Mahindra scrapping the original model of the truck and replacing it with an upgraded one before selling them to Americans in June 2012, a mass tort lawsuit was filed against Mahindra by its American dealers, alleging the company of conspiracy and fraud. Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In 2011, it also gained a controlling stake in South Korea‘s Ssanag Yong Motor Company. Mahindra & Mahindra Ltd. (M&M), has launched its much awaited SUV, XUV 50, code name as W201 in September 2011. The Last ?500‘ in the name is pronounced as ?5 double-O‘ (alphabet). The new SUV by Mahindra has been designed in house and it is developed on the first global SUV platform that could be used for developing more SUVs. In India, the new Mahindra XUV 500 comes in a price range between Rs 14 lakh
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to Rs 15 lakh . Besides India, the company also targets Europe, Africa, Australia, and Latin America for this model. M & M President Mr. Pawan Goenka told that the company plans to launch six new models this fiscal. The company launched CNG version of its mini truck Maxximo on 29 June 2012.
Components
Combining its experience in the automotive and farm equipment industries with a series of key acquisition of European components companies, Mahindra & Mahindra maintains art-topart manufacturing units across India, Germany, Italy, and the United Kingdom. Mahindra & Mahindra has expertise in forgings, castings, gears, Stampings, steel, ferrites, contract, sourcing, and composites. It also offers full-service art-to-part solutions that integrate design, manufacturing and sourcing. More than 12,000 people are employed at Mahindra & Mahindra‘s Components division.
Defense
The company has built and assembled defense vehicles, beginning in 1947 with the importation of the Willys Jeep for use in World War II. Its line of military vehicles include the Axe. It also maintains a joint venture with BAE Systems, Defense Land Systems India.
Energy
Mahindra & Mahindra entered the energy sector in 2002, in response to growing demands for reliable and quality power in India. Since then, more than 150,000 Mahindra Powerol engines and diesel generator sets (gensets) have been installed in India,
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offering uninterrupted power in areas with unreliable grid electricity. The inverters, batteries, and gensets are manufactured at three facilities in Pune, Chennai, and Delhi; and 160 service points across India offer 24-7 support to most key markets. Powerol is present in countries across Latin America, Africa, the Middle East, and Southeast Asia—and expanding into the United Arab Emirates, Bangladesh, and Nepal. M&M‘s energy services include power leasing and telecom infrastructure management. In 2006, it became the market leader in the telecom segment (and in 2011, its market share passed 45 percent). In 2007, it won the Frost and Sullivan ?Voice of the Customer? award for best practices in telecom. Mahindra Cleantech Ltd examines reliable and creative energy solutions through green power. In response to growing demand, it formed a subsidiary, Mahindra Solar, in 2010 to offer a range of solar solutions, including on- and off-grid solutions and Engineering, Procurement, and Construction (EPC). By building utility-scale solar power plants, it offers turnkey EPC solutions. Meanwhile, its off-grid solutions include power packs and rooftop setups for commercial organizations and institutions, solar hybrid solutions to telecom towers, and rural electrification through lanterns and home and street lighting systems. The company works closely with Mahindra‘s farm equipment division to offer lighting solutions to even the most rural areas in India. It also works with Mahindra Powerol to offer solar power backup to telecom sites in India. In 2011, Mahindra Solar received a CRISIL rating of SP1A in 2011, the highest rating for any solar photovaltaic off-grid company.
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Farm Equipments
Mahindra & Mahindra began manufacturing tractors for the Indian market in the early 1960s. Today, it is one of the top three tractor companies in the world with annual sales totaling more than 150,000 tractors. It has expanded its offerings to include farm-support services via Mahindra AppliTrac (agrimechanization solutions), Mahindra ShubhLabh (seeds, crop protection, and market linkages and distribution), and the Samriddhi Initiative (agri-support information and counseling). Mahindra & Mahindra‘s farm equipment division (Mahindra Tractors) is one of the top-selling tractor companies in the world, with more than 1,000 dealers servicing more than 1.45 million customers. Mahindra tractors are sold in 40 countries on six continents, including the United States, China, Australia, New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, and Morocco), Latin America (Chile, Argentina, Brazil, Venezuela, Central America, and the Caribbean), South Asia (Sri Lanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and Eastern Europe (Serbia, Turkey, and Macedonia. In the 2010-11 Mahindra entered in Micro dripp irrigation with the takeover of Epc Industrie Ltd, Nashik Mahindra tractors are manufactured at four plants in India, two in China, three in the United States, and one in Australia— allowing Mahindra & Mahindra a foothold in major agricultural hubs. It has three major subsidiaries: Mahindra USA, Mahindra (China) Tractor Company, and Mahindra Yueda (Yancheng) Tractor Company (a joint venture with the Jiangsu Yueda Group).
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The company has enjoyed 27 years of market leadership and has garnered the highest customer satisfaction index (CSI) in the industry at 88 percent. In its 2009 survey of Asia‘s 200 most admired and innovative companies, the Wall Street Journal named Mahindra & Mahindra one of the 10 most innovative Indian companies. It earned a 2008 Golden Peacock Award in the Innovative Product/Services category for its in-house development of a load-car. In 2007, Mahindra & Mahindra became the only tractor company to win the Deming Application Prize and the Japan Quality Medal for Total Quality Management excellence in entire business operations. In addition to tractors, Mahindra sells farm implements.
Awards
1. Bombay Chamber Good Corporate Citizen Award for 2006-07. 2. Businessworld FICCI-SEDF Corporate Social Responsibility Award – 2007. 3. The Brand Trust Report ranked M&M as India's 68th Most Trusted Brand in 2011 (from 16000 brands analyzed) and 66th Most Trusted Brand in 2012 (from 17000 brands analyzed). 4. Deming Prize. 5. Japan Quality Medal in 2007. 6. Bluebytes News, Rated M&M as India's second Most Reputed Car Company (reported in their study titled Reputation Benchmark Study conducted for the Auto (Cars) Sector launched in April 2012.
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M&M association with the automobiles business dates back to 1945. The company was incorporated in 1945 and was originally formed to manufacturer utility vehicles for the Indian market, initially by importing and assembling WILLYS overland corporation and its successors, Kaiser Jeep corporation and American Motor corporation ( now part of Daimler Chrysler group ). The Company commenced manufacturing Light Commercial Vehicle ( LCV ) in 1965. The Company has recently entered the three-wheeler market. Over the year, The Mahindra brand of vehicles have 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 that 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 manufacturer multiutility vehicles, and engines are produced at the Igatpuri plant. Light commercial vehicles are manufactured at the company‘s plant in Zaheerabad 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. Out engine plant at Igatpuri has QS 9000 certification. Our LCV and threePage 12 of 102
wheeler plant at Zaheerabad have ISO 9001:1994. Both of these plants are also working towards TS1 6949 certification. Our plants in Mumbai and Igatpuri are also ISO:14001 certified.
M & M has a strong Research & Development set-up, with over 300 engineers in the automotive division. The company‘s technical prowess is proven by the negligible import content in our vehicle and by the design and development of a The division‘s marketing efforts are supported by a network of more than 275 dealers across the country, who are managed by 20 sales offices. Accordingly, the division has a national network of authorized service stations and stockiest to meet customer needs for serving and spare parts. Having conquered a substantial portion of India‘s semi-urban and rural markets, the division has in recent years secured significant success in urban regions following the introduction of premium MUVs like Bolero and Scorpio. Scorpio is M&M‘s first indigenously developed SPORTS UTILITY VEHICLES an offroad vehicle with ca like comforts. The Scorpio was Launched in June,2002 and has been universally acclaimed. Wheels and Business Standard monitoring. M&M‘s automotive design also exports its products to several countries like-Africa, Asia and European and Latin American Countries. The Group recently made a mailestone entry into the passenger car segment with Logan, a product of its JV with Renault SA. Totally from ground upward, new contemporary SUV-Scorpio.
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M & M Core Purpose
we will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise. Our products and services support our customers‘ ambitions to improve their living standards; our responsible business practices positively engage the communities we join through employment, education, and outreach; and our commitment to sustainable business is bringing green technology and awareness into the mainstream through our products, services, and lightfootprint manufacturing processes. This commitment to sustainability—social, economic, and environmental—rests upon a set of core values. They are an amalgamation of what we have been, what we are, and what we want to be. These values are the compass that guides our actions, both personal and corporate. They are:
Good corporate citizenship
We will continue to seek long term success in alignment with the needs of the communities we serve. We will do this without compromising on ethical business standards.
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Professionalism
We have always sought the best people for the job and given them the freedom and the opportunity to grow. We will continue to do so. We will support innovation and well reasoned risk taking, but will demand performance.
Customer first
We exist and prosper only because of the customer. We will respond to the changing needs and expectations of our customers speedily, courteously and effectively.
Quality focus
Quality is the key to delivering value for 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 will value individual dignity, uphold the right to express disagreement and respect the time and efforts of others. Through our actions, we will nurture fairness, trust, and transparency.
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Our Group>The Management>Board of Directors. The Board of Directors of the Company has, as its members, eminent persons from industry, Finance, Investment and other branches of business, who bring diverse experience and expertise to the Board. The Company‘s current Board of Directors are as follows :NAME AND DESIGNATION
Name
? Mr Keshub Mahindra ? Bharat Narotam Doshi ? Arun Kumar Nanda ? M.M. Murugappan ? A S Ganguly ? Anupam Pradip Puri ? Vishakha N Desai ? Anand G Mahindra ? Deepak S Parekh ? Nadir B Godrej ? Narayanan Vaghul ? R K Kulkarni ? Vikram Singh Mehta ? Vishakha N Desai
Designation
Chairman / Chair Person Executive Director Director Director Director Director Additional Director Vice Chairman & Managing Director Director Director Director Director Additional Director Additional Director
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.
Mr. Keshub Mahindra Chairman of Mahindra & Mahindra LTD, is a B.Sc. graduate from Wharton, University of Pennsylvania, USA. After joining the Company in 1947, he became the Chairman in 1963. Although he stepped down from the chairmanship in 2012, He continues to involved with the activities of the company today and has literally been the backbone of the company. For over five decades, his continuous involvement has enabled the Mahindra group to reach where is today. He is well-known philanthropist who redefined corporate governance by effectively channelizing funds into the social sector. From building ethical corporate organizations in India to serving on prestigious boards and committees, Keshub‘s immense contribution to Indian business has established him as an inspirational business leader and an iconic corporate citizen.
Over the years, Keshub has been a member of organizations and committees like:
? ?
Prime Minister‘s Council on Trade & Industry Employers‘ Federation of India (President Emeritus)
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?
Centre for Research in Rural & Industrial Development Society (Chairman)
He has also been:
?
President of the Bombay Chamber of Commerce & Industry (1966–67) President of the Indo-American Society (1991–92) Chairman, India Nominating Committee ?Single Nation Programme? – Eisenhower Exchange Fellowships, USA (1998–2005)
? ?
Keshub‘s philanthropic leadership includes:
? ? ?
Chairman – Mahindra Foundation Vice President – National Society for Clean Cities Director – Pratham (Indian education initiative, 2003–08)
And he has been the recipient of a plethora of awards over the years. Here are just a few of them:
? ? ?
Business India – Businessman of the year, India (1989) Rotary award for Vocational Excellence (1992) Ernst & Young – Lifetime Achievement Award (2007)
He currently lives in Mumbai with his wife. They have three daughters and seven grandchildren.
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.
Head Office Mahindra & Mahindra Limited 5th floor Mahindra Towers, G.M. Bhosale Marg Worli, Mumbai - 400018 Maharashtra Tel: +91-(0)22-24901441 Website: www.mahindra.com Registered Office Mahindra & Mahindra Limited Gateway Building Apollo Bunder, Mumbai - 400001 Maharashtra Automotive Division Mahindra & Mahindra-Automotive Division Automotive Sector, Mahindra Towers 3rd Floor, Akruli Road, Kandivali (East), Mumbai - 400101 Maharashtra Tel: +91-(0)22-28849588 Fax: +91-(0)22-28468523 Email: [email protected] Mahindra Vehicle Manufacturers A-1, Phase IV, Chakan Industrial Area, Village Nighoje, Taluka-Khed District Pune - 410501 Maharashtra
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Mahindra has seven auto manufacturing facilities.
Igatpuri (Engine Plant) Haridwar (3 wheeler / GiO plant) Kandivli (utility vehicles) Nasik (utility vehicles) Chakan Zaheerabad (LCVs & 3 wheelers) Completely Knocked Down Unit Plants in Egypt and Brazil.
Mahindra Tractors manufacturing facilities.
Mumbai Jaipur Rudrapur Nagpur
Swaraj Tractors Mohali Operations.
Swaraj Division (Tractor plant 1 and Tractor & Harvester Plant 2) Swaraj Foundry Division Swaraj Engines Ltd. Swaraj Automotive
Mahindra Powerol plants.
Delhi Chennai Pune Vasai
USA (3 Plants).
Houston, TX Red Bluff, CA Chattanooga, TN
China (3 Manufacturing plants).
MCTCL (Nanchang) MYYTCL (2-Yangcheng)
ANZ (1 Assembly plant).
Brisbane, Queensland
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The company has a strong network of dealers, service stations and sales offices. Mahindra & Mahindra has an automanufacturing plant at Chakan in Maharasthra. This facility is pretty large, being 700 acres and has a capacity to produce 3 lakh vehicles. The investment to make this facility was 5000 crores and it produces the product range from the Maximo to the Mahindra Navistar Truck. Not only that, it also produces the SUV and Pick up truck line from the US market. The company has different areas: one to make the body, another to paint, another to assemble parts of the car. It will also include production of various other models of its cars. The plant was set up in a record time of 22 months. Along with that production capacity, Mahindra has set up Tribal Industrial Training Institutes to train people to create employment along with the Government. The Press shop has a sound deadning system which ensures a good working environment and also a scrap conveying system that conveys scrap directly to the trucks. The Paint shop is another special area of the plant. The plant also has 70 solar dishes.
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Many new products are launched into the marketplace with little prior planning for targeting the customers, creating a sales strategy, developing a distribution strategy, training the sales force, and integrating the competitive strategy. This mistake significantly reduces or eliminates any potential profit the product may have, and greatly increases the sales development time. These problems must be avoided if a company wants to survive in today's competitive marketplace. Even though times have changed, the traditional methods of being able to have effective product launches still remain the same. Even though we are faced with a difficult financial crisis at the current time, this does not mean that the foundations that have been followed for many years need any change.
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Three main business customers are program buyers, transaction buyers and relationship buyers. A program buyer is one who follows some sort of internal procedure to make their business purchases. This is typical of governments or mature industries which have developed manuals which govern their buying process. Typically, such buyers try to spread their purchases of any one category among several suppliers according to a fixed schedule. Such program buyers are almost immune to external marketing stimulus. They are highly unlikely to be early adopters. One of the first steps in finding early adopters, therefore, is to identify the program buyers, and eliminate them from consideration. Sales force and common sense can help in this task.
The second business buyer type is the transaction buyer. These are companies that are primarily motivated by price. They are willing to shop around for every purchase. They have everyone‘s catalog and actively compare prices. Loyalty is almost unknown to these buyers. You can keep warehouse open on a Saturday afternoon to meet an urgent need for such a buyer. The following Tuesday when they have a big additional purchase, they will bid it out, rather than giving it to you in return for exceptional service only three days before. These buyers are also unlikely to be early adopters. How can you identify transaction buyers? If you are on sale, they will flock to buy from you. When competitor is on sale, they will desert you. By keeping track of the flow of buyers as prices change, you can identify these transaction buyers, and eliminate them from product launch portfolio. Initial product launch, best reception will be found in the relationship buyers. These are business customers who like products and services. They have built a relationship with employees. They think of company as their primary
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supplier of category. They do not want to be bothered to have to shop around every time they make a new purchase. They look for quality, good service, helpfulness, friendship and information. If you can supply these things, they will stick with you when competition is on sale. If you have a new product, they will be the first to want to hear about it. It is to these good people that we look for our product launch.
New Product Where a new invention is being launched, not only do you have the challenge of educating your target market about the existence of your offering; you also need to educate them about use of the product and reasons why they should consider purchase. From a launch point of view, the focus would usually be on public relations and perhaps some form of publicity event. A launch function would be mandatory for a new invention as a place for the product to be displayed and demonstrated to both its target market and the media.
New Version or Release New releases or versions of existing products may be launched via advertising, PR and direct marketing. However, they would not usually involve a specific launch function unless they are a highly complex product requiring detailed demonstration. Consumer: The launch of a new consumer brand, due to the relatively large size of its target market, would typically comprise advertising to the mass market, perhaps some form of launch function (i.e., a cocktail function or Stage presentation) with the media invited, sales promotions at the
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retail level and within the channel to secure appropriate shelf space. New product acceptance is likely to be easier with an established brand or company name behind it and you should leverage off this position where possible. Business-to-Business The launch of a new product and/or brand in the business-to-business world usually focuses more on personal selling, direct marketing and a launch event (i.e., a sit-down or buffet meal, presentation and demonstrations) attended by existing VIP customers and prospective customers and the media. Typically the launch campaign would be on a smaller and more personal scale than that designed for the consumer market, as the target market is more limited. Business-to-business launches may also centre on an exhibition, conference or seminar where there is the opportunity to display and demonstrate the product.
Major Benefits Consider the following opportunities that a launch can bring: Focus Holding a product launch event allows a specific focus on the new brand versus focus on the rest of your product range or on competing products. It provides a clear platform for the new brand to be introduced and reduces the clutter surrounding the message. Special Event A launch event provides the opportunity to invite customers, potential customers and media to a special event, to treat them to something exclusive.
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Sales Opportunity Launch functions are a great place to take orders in advance for new products, as the focus is specifically on the product and the people attending have signaled their interest in the product. Depending on the type of product or service you are marketing and the level of attendee, direct-selling may or may not be appropriate. Media Opportunity A launch function provides the opportunity to get the media's undivided attention and for senior spokespersons to have access to a variety of media representatives. It enables you to demonstrate the product, discuss possible angles and it is news worthy because it is a new product launch. Demonstration Like exhibitions and seminars, a formal launch function Provides a central place and captive audience to perform product demonstrations. Prospects can handle, test drive, or even take home samples of your new product. Planning A product launch plan has been prepared covering all activities to be performed by Engineering, Manufacturing, Marketing, Sales, Product Support, and Field Service. Functional departments understand their responsibilities for launch activities. Functional departments have committed the necessary resources to support launch activities. The launch activities are on track to be completed as currently planned.
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A Production Readiness Review, Product Launch Review or related gate review confirms that all preparations have been completed and the product is ready to launch. Technical Product performance has been evaluated through testing andqualification and the product meets its defined requirements. The product and the production process have been qualified or validated.
The screeners should ask several questions:
1.
Will the customer in the target market benefit from the Product?
2.
What is the size and growth forecasts of the market segment/target market?
3.
What is the current or expected competitive pressure for the product idea?
4.
What are the industry sales and market trends the product idea is based on?
5.
Is it technically feasible to manufacture the product?
6. Will the product be profitable when manufactured and delivered to the customer at the target price?
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Concept Development & Testing. Develop the marketing and engineering details. Investigate intellectual property issues and search patent data bases:
1. Who is the target market and who is the decision maker in the purchasing process? 2. What product features must the product incorporate? 3. What benefits will the product provide? 4. How will consumers react to the product? 5. How will the product be produced most cost effectively? Prove feasibility through virtual computer aided rendering, and rapid prototyping 6. What will it cost to produce it?
Testing the Concept by asking a sample of prospective customers what they think of the idea. Usually via Choice Modeling.
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Business Analysis Estimate likely selling price based upon competition and feedback. customer
Estimate sales volume based upon size of market and such tools as the Fourt-Woodlock equation. Estimate profitability and breakeven point.
Beta Testing and Market Testing Produce a physical prototype or mock-up. Test the product (and its packaging) in typical usage situations. Conduct focus group customer interviews or introduce at tradeshow. Make adjustments where necessary. Produce an initial run of the product and sell it in a test market area to determine customer acceptance.
Technical Implementation New program initiation. Finalize Quality management system. Resource estimation. Requirement publication. Publish technical communications such as data sheets. Engineering operations planning. Department scheduling.
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Supplier collaboration. Logistics plan. Resource plan publication. Program review and monitoring. Contingencies - what-if planning.
Commercialization (often considered post-NPD) Launch the product. Produce and place advertisements and other promotions. Fill the distribution pipeline with product. Critical path analysis is most useful at this stage.
New Product Pricing Impact of new product on the entire product portfolio. Value Analysis (internal & external). Competition and alternative competitive technologies. Differing value segments (price, value, and need). Forecast of unit volumes, revenue, and profit these steps may be iterated as needed. Some steps may be eliminated. To reduce the time that the NPD process takes, many companies are completing several steps at the same time (referred to as current engineering or time to market). Most industry leaders see new product development as a proactive process where resources are allocated to identify market changes and seize upon new product opportunities
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before they occur (in contrast to a reactive strategy in which nothing is done until problem succor or the competitor introduces an innovation). Many industry leaders see new product development as an ongoing process (referred to as continuous development) in which the entire organization is always looking for opportunities. For the more innovative products indicated on the diagram above, great amounts of uncertainty and change may exist, which makes it difficult or impossible to plan the complete project before starting it. In this case, a more flexible approach may be advisable. Ensure product readiness. Guarantee sales channel readiness. Create critical marketing and sales tools. Develop new product programs. Track, monitor and report on execution. Measure performance.
Monitor and track execution. This works far better when you assign a launch team, enlist management involvement and support and consistently establish ways to easily track progress. Then regularly and frequently communicate results with the group.
Ensure ingredients for success You can't succeed without the proper tools. A professional and effective product launch normally requires a good six months to handle all the unexpected issues,
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delaysand snafus that will arise. You also need an adequate budget, resources, systems and most importantly, healthy relationships with all team members, sales channels, analysts and editors. Repair any broken relationships before product launch because these types of issues are the greatest time-eaters.
Invest upfront in the right positioning. Do whatever it takes to identify prospects, analysts and media before engaging in a launch. Make sure beta version of the product works and goes to the right reviewers. Do homework and establish the exact message you want to convey to the market. Remember, this message will be the banner new product carries to the world. Invest in the right advertising, collateral materials and sales tools.
Have a winning public relations strategy and plan. You must capture attention by educating pundits, opinion leaders and editors. These are the people who will be carrying flag. Once you've won these people over, you gain credibility and acceptance from the marketplace. This makes the selling process far easier, maximizing the chances of hitting goals.
Ensure channels can effectively sell right out of the blocks. Sales channels are equally as important as analysts and editors. It's criticallyimportant to continually educate the sales force about what the product does, not only in terms of features and functions, but in terms of its real business value to customers. You should treat the sales force just as attentively as you would prospects and customers.
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Involve the company. Touch everyone within organization with zeal for the new product. Educate them, communicate the plans, goals and progress, use the launch as a way to build morale and unify the team through a common cause. Let everyone share the glory of successes along the way.
Disseminate best practices. Identify what's working and what isn't and share this information through out organization. Be flexible, be nimble, be willing to adjust plan as results are tabulated. Remember that a launch is a process, not an event.
Accelerate the launch. There are a million excuses for why the launch can't occur in the established time frame. Don't succumb to them. Track and monitor the plan every day. Anticipate bottle neck sand have elimination solutions ready to implement. Hold all contributors accountable. And finally, gain the support of top management so they will eagerly use their influence when complex issues threaten to slow the process.
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Mahindra & Mahindra Known for its in utility vehicles, commercial vehicles and personal vehicles. In order to clearly differentiate the segment in which Mahindra is playing, the company has devided all its product into 3-different channels. 1. Channel 1 personal-SUV. 2. Channel 2 prosper-UV. 3. Channel 3 MIL-LCV. Channel 1:- Personal-SUV. This segments categorise for personal use or family use Like:SCORPIO, XYLO, VARITO, and XUV, are in Channel different variant. Scorpio – M2Di ( More mileage, diesel engine PS,AC ).
LX (CL,PS, PW,AC Trittabled staring, m-Hawk Engine ). SLE (LX+Rear wiper,Body colour Cladding , Fog lamp). VLX ( SLE+2Din audio, Cladding, Alarm system ).
V-Series –
VLX+At ( VLX+Alloy wheel, Cruise control,Tyre tonics, intellipark,Rain sensor,reverse
sensor, Control on steering, Immobilizer ).
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Xylo -- D2---( Mdi CRDe engine, PS. Roof A/C )
D4--- ( Mdi CRDe engine, PS, Roof A/C,
E4--- ( M-eagle engine, PS, Roof A/C,
E4--- with ABS-( Anti Lock Breaking System ) &same Features of E4. E8--- with ABS-( Anti Lock Breaking System )
E9--- with ABS-( Anti Lock Breaking System )
Varito--- G2 ( DCI engine, PS, A/C )
G4--( Power Window, Power Steering,Central Locking,A/C ) D2--- ( DCI engine, PS, A/C ) D4--- ( Power Window, Power Steering,Central Locking,A/C) D6--- ( Power Window, Power Steering,Central Locking,A/C, Alloy Wheel, Body Colour Bumper, Music System, One Air Bag,Side Body Cladding, EBD-Electronic Break Distribution, Defogger, ABS-Anti Lock Breaking System,Fog Light ) ORVM-with Electric Control).
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Mahindra XUV500 W6 2WD
Air.Con Pow.Win Cen.Lock AirBag Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W6 2WD
[+]Mahindra XUV500
Rs 11,68,701*
Mahindra XUV500 W8 2WD
Air.Con Pow.Win Cen.Lock AirBag Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W8 2WD
Rs 13,18,901*
Mahindra XUV500 W8 2WD Mahindra XUV500 Reviews
[+]Mahindra XUV500
Book Mahindra XUV500 for A Test Drive Mahindra XUV500 On Road Price
Air.Con Pow.Win Cen.Lock Pow.Str ABS Elec.Mirr Fuel Diesel
Ex-Showroom Price (Delhi) for Mahindra XUV500 W8 4WD
[+]Mahindra XUV500
AirBag
Rs 14,25,901*
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Channel - 02
rosper-UV:This Segment Categorized for commercial purpose. Hard Top, Soft Top, Pick-up, 3-Wheelers are in channel 2. Soft Tops :Hard Tops :Commander. savari Maxx Festara Maxx PassangerBolero :-
DI DIX ( A/C,Suspension ) SLE (A/C,Suspension,PS ) SLX ( A/C,PW,CL,MP3 )
Pick up :-
Maxx Pick-up Maxx Maxi Truck Bolero Pick-up-Normal Flat Bed Single Cabin Double Cabin
3-Wheelers Mahindra Champion,
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Channel - 03 MIL-LCV, ?MIL?- This Segment categorized for LCV(Light Commercial Vehicle ) Mahindra & Mahindra gone in collaboration with International Truck Ltd. No.1 Truck Comapany in USA having the production of almost 1.5 lacs of trucks per annum. The new firm is known as MIL ( Mahindra International Ltd. )
Mahindra DI 3200 Mahindra Load King Load Career a. b. c. d. e. 6T HSD ( High Side Desk ) 6T FSD ( Fixed Side Dech ) 4T HSD 4T FSD LWB 6T
Load King Super ( 6T ) CAB & Chassis Vikrant ( 9+1,12+1,14+1 ) Passanger & School Bus. Tourister - 17Str. School & Passanger. 25Str. School & Passanger. 34Str. School & Passanger. 42Str. School & Passanger. Ambulance - &. 17 Str. Delivery Van Platform.
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Who doesn't know Mahindra and Mahindra? It is a well known car manufacturer, which is dominating the SUV segment of the car market in India. Its portfolio comprises of some amazing models like Mahindra Scorpio, Mahindra XUV 500, Mahindra Verito sedan and Mahindra Xylo. Mahindra and Mahindra began leaving its tractor maker image and stepped foot into the passenger car segment in late 90s. When Mahindra was thinking to enter the passenger car section of the Indian car marker, the company had a choice of selling products licensed from Multinational companies to make ten-seater vehicle or make a new vehicle.
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And the firm picked to go with developing a brand new vehicle right from scratch. Initially, Mahindra and Mahindra announced Xylo project with a codename of 'Ingenio' in the year of 2006. The car was target to give a tough competition MUVs like Chevrolet Tavera and Toyota Innova. Mahindra Xylo was finally launched in 2009 in the Indian car market. Company actually invested a whopping 550 crore (Rs 5.5 billion) in the project. For M&M, Xylo had been a complete challenge and the main purpose of the project was testing the restrictions of every car manufactured before it.
Xylo actually meet the needs and requirements of the consumers and the technologies that were used while developing the car impressed one and all. Mahindra Xylo was developed keeping in mind the consumers first. Mahindra and Mahindra has always put all its heart and soul while developing their cars and same was done with Mahindra Xylo. About 160 engineers worked very hard and made Xylo what it is today.
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The company took things very seriously selected best engineers from all over the country.
These engineers spent a lot of time with the consumers of India and observed their need and requirements regarding cars and vehicles. The outcome of these efforts was Mahindra Xylo that met all the needs of the car consumers. The interiors were done accordingly and the exteriors were kept striking and attractive. A massive score of research and development was done for Mahindra Xylo. Each and every manufacturing procedure of Xylo has been done under keen observation of some highly qualified engineers.
For example the body assembly process of Mahindra Xylo was completely automatic to make sure the implausible altitude of accurateness. Therefore one thing is perfectly sure that Mahindra and Mahindra has actually worked hard for this MUV and made one of the most exiting products produced by the firm so far. Mahindra Xylo was launched with six variants, namely D2, E2, E4, E6, E8 and E9 that fall into the price range of Rs 7,12300 to Rs 940,000.
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Mahindra Xylo literally took away the Indian car market by storm as it managed to sell about 3,000 units in March 2009 itself. Mahindra Xylo was launched with 2 types of diesel engines, one is 2498cc of mEagle CRDe and the other one is 2489cc of mDI CRDe. Both of them actually manage to deliver good power and torque along with great mileage so that it doesn't get heavy on the pockets of the consumers in India. The exteriors of the MUV are attractive, while the interiors have so many features. Some of the major ones comprise of illuminated spoiler, 9 inches of LCD screen with DVD player, foldable flight tray, glass antenna, intelligent park reverse assist system, ample of legroom, head room and elbow room, decals, airbags, anti lock braking system and so on. In February 2012, Mahindra and Mahindra launched the facelift version of Mahindra Xylo at a price of Rs 7.37 lakh.The major changes that the company made in the car were in the exteriors. The new Mahindra Xylo came with restyled wheel arches, smooth and alluring side body moulding, refreshed headlights, sporty roof rails, brand new and fresh illuminated spoiler and new bumpers.
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The top trim of Xylo, E9 got some changes in the interiors as well. The face-lifted Mahindra Xylo E9 was blessed with audio controls mounted on the steering wheel, glossy wood finish, authentic Italian upholstery, and new floor consolers, rich walnut brown colors finish and cup holders.
This variant features 2.2 litre of mHawk engine that churns out 120PS of power and 280Nm of torque. The five speed manual transmission mated with the engine ensures a smooth and hassle-free ride.
Overall
, Mahindra and Mahindra has left no room for any errors and made Mahindra Xylo an ideal MUV for a family. It has all that one would wish to see in their car. Therefore, if you think you would be buying a MUV anytime soon, Mahindra Xylo would be the perfect choice for you.
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( D2 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mDICRDe engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones ( D4 ).
? ? ? ? ? ? ? ? ? ? ?
mDICRDe engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps
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? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones Theatre Effect lamp Power windows Black footstep integrated with mud flaps Roof console for spectacle holder Rear Wash and wiper Smart wheel covers Body coloured front and rear bumpers Crumple zones ( E4 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mEagle engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grilleSleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches Crumple zones Theatre Effect lamp Power windows Black footstep integrated with mudflaps Roof console for spectacle holder ABS with EBD (optional)
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? ? ?
Rear Wash and wiper Smoky body decals Body coloured front and rear bumpers ( E8 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mEagle engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Pronounced wheel arches 2 DIN Audio System Digital Drive Assist System Dual SRS Airbags (optional) Intellipark Reverse Assist ABS with EBD Rear defogger Dual mobile charging points Height adjustable drivers seat Alloy wheel and Airbag Glossy wood interior panels Front and rear fog lamps Glass embedded antenna 3 position lumbar support for front seats Driver & Co driver Armrest Foldable armrest Power windows (express, with anti pinch) Theatre Effect lamp
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? ? ? ? ? ? ? ?
Black footstep integrated with mudflaps Roof console for spectacle holder Rear Wash and wiper Smoky body decals Sporty rear spoiler Body coloured ORVMs Body coloured front and rear bumpers Crumple zones ( E9 ).
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
mHawk Engine Extra Stability Technology Flat bed front seats Surround cool dual AC Tilt Steering Courtesy Lamp Mobile charging point Redesigned door inner handles Engine Immobilizer Tubeless Tyres New styled headlamps Spirited new front grille Sleek chrome accents Contoured new bumpers Sporty air dams Curved bonnet Voice Command Technology Blue Drive Technology Cruise Control Audio Control on Steering Wheel Digital Drive Assist System Genuine Italian leather interiors 2 DIN Audio System Leather wrapped gear knob Foldable Snack Tray Dual SRS Airbags ABS with EBD Intellipark Reverse Assist Front & Rear Fog Lamps
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? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Glass embedded antenna 3 position lumbar support for front seats Glossy wood interior panels Dual mobile charging points Alloy Wheels Height adjustable driver seat Driver & Co driver Armrest Foldable armrest New designed floor console Power window (express, with anti pinch) Theatre Effect lamp Black footstep integrated with mudflaps Roof console for spectacle holder Under seat storage Warning System Rear Wash and wiper Rear defogger Smoky body decals Blackened pillars Sporty roof rails Moulded rear spoiler New instrument panel New centre console Sporty rear spoiler Body coloured front and rear bumpers Body coloured ORVMs
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Mahindra Xylo Parent Company Category Sector Tagline/ Slogan USP STP Segment Target Group Positioning SWOT Analysis Strength 1.Power of a SUV combined with the luxury of a sedan 2.Good advertising and brand visibility 3.Comparitively a low maintenance MUV 1.Limited market share in growing SUV market 1.Increasing purchasing power and growing target base 2.Leverage strong brand name by more advertising 3.Newer innovations 1.Intense competition 2.Government regulations and increasing fuel prices 3.Improvement in public transport Middle level SUV Segment Big Family / Transport Operators A MUV which will give luxury and performance of a sedan Mahindra SUV Automobiles The era of sedans is now over Looks, Technology, Spacious
Weakness Opportunity
Threats
Competition Competitors 1.Innova 2.Tavera
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A comparison road test of Toyota Innova 2.5 VX 7 STR BSIV and Mahindra Xylo 2012 E9 Vikrant Singh, 15-Apr-2012 The family movers. Both these MPVs, the Mahindra Xylo and the Toyota Innova are best considered when you have a large family. The question is which of the two should you buy? AUTO BILD INDIA has the answer. The primary reason most of us buy a seven-seater vehicle is that we actually need to seat that many people, especially if it‘s not an SUV but an MPV; the likes of which you see on these pages. So, clearly we want good space, a sorted ride, flexibility with loading and seating options and comfortable seating for all on board as well. Having a practical cabin with good storage helps too, as does easy ingress/ egress; after all if the family is large, grandparents are a given. And the master of this is the Toyota Innova . It might not be the best selling MPV in the country (that honour goes to the Mahindra Bolero), but break it down further and look at the upper reaches of this segment (read more
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expensive), and the Innova, is the clear leader.Then there‘s the Xylo; the challenger. Actually, the Mahindra has been the challenger for a number of years now but only sells half as much thanks to the Innova's brand equity and the latter proving itself to be abetter product overall. To tackle this Mahindra has launched a fresh offensive with the updated Xylo. It boasts of better looks, improved interior quality, and more equipment and as ever, a very competitive price tag. As for the Innova, it too has received a face-lift and gets more equipment than before and as ever, comes with good ergonomics and class leading quality. So, which of the two is now a better seven seat buy? Quality has improved, but it needs to be better still. Driver information system is new. No climate control. E9 gets steering mounted controls for both stereo and cruise control. Lots of cup and bottle holders all round.Clocks haven't changed.
Visual changes at the rear as part of the facelift on both vehicles is minimum. The overall quality levels on the Xylo might have improved - it shows in the plastics used for the door inserts as well as the centre console - but the Innova is still ahead. The plastics on the Toyota look and feel richer. The fit and finish is better too and it remains the better of the two when it comes to operability as well as ergonomics. So, not only are the various controls easier and crisper to use, these feel likethey'd last longer as well. As far as equipment goes, things are more or less even. Both get steering
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mounted controls, electric ORVMs, central armrest and air vents for almost every passenger and decent storage all round. There are differences, nonetheless. The Toyota has sliding second row seats which add to flexibility in seating. It also gets Bluetooth telephony and a reversing camera and a single zone digital climate control system. The Xylo might lack these features, but then it makes up for it with a driver information system and cruise control which are missing on the Toyota. look smarter. The steering is new too and gets controls for the stereo, plus there's a new central console complete with touch screen interface and Bluetooth. Digital climate control and lock-unlock button are convenience features missing on the Xylo. Xylo has better driveability and ride, while the Innova is the better handler of the two. When it comes to seating comfort though, the Xylo has the edge. The seats in all three rows are more cushy and supportive, the space on offer, especially, the kneeroom is better and though it is slightly more challenging to get into compared to the Toyota; it isn‘t unmanageable. And then just as a bonus, the Xylo also offers its second row passengers flip-open tables that do come in handy. However, between Xylo and the Innova, it is the latter we'd pick as the better drive. And all of it is down to the Toyota's better dynamics. Drive the two back to back and the Innova's prowess instantly comes to the fore. The driving position is more comfortable, the steering feel is better and it is more instant in its reactions. The floor pedals are more ergonomically placed too and the visibility again, is clearer on the Toyota.It's also more stable be it over
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an undulating road at high speeds or on a twisty hill road. It is sharper, surer and more predictable. Even getting hard on the brakes is less stressful.
Mahindra Xylo-The engine though is new for the Xylo. What also matters, and in some cases it can be a deal breaker, is the way a vehicle drives. If that were to concern engines and performance alone, the Xylo would have been the one to go for. It clearly has the better engine. On paper, it is more powerful and one with a higher torque rating. In the real world, it helps the Xylo leave the Innova for dead in a straight line drag; it takes three seconds or so less to get to 100kmph than the Toyota and by the time the MPVs hit 140kmph the difference is more than 10 seconds. Toyota Innova-Innova's engine needs more grunt. But that's not all, even through the gears the Xylo is a more alert beast. In our roll-on runs, be it in 3rd, 4th or 5th gears, the Mahindra was significantly quicker. This means when you are on the highway, the Xylo will be effortless to overtake with and to get back to a decent three digit cruising speed.
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Mahindra Xylo (mm)
Looking more at space and comfort rather than better dynamics? Get the Xylo.As the measurements show, it is more spacious everywhere and it has better seats.
Boot space not as much as the Innova's.
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Boot space is much more usable.
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Scorecard
Body: The Toyota and the Mahindra might have scored exactly the same points under Body, but these MPVs excelled in completely different areas. The Xylo scores more for space, both front and back and for better ambience. The Innova on the other hand has a more usable boot and better quality overall which brings it at par with the Xylo under this head. Drive: The Xylo might have the smaller engine, but it is more modern and with it makes more power and torque than the Innova's diesel engine. The end result as is clear from the Scorecard is much better performance on road. The Xylo accelerates faster, is way more driveable both in the city and on the highways and best of all, it returns better fuel economy. Comfort: This did come as a surprise but then even though the Xylo has more comfortable seats, it loses out in the Scorecard thanks to higher, more cumbersome ingress/ egress compared the more car-like Innova. Then the Innova has much better handling in its favour. The Xylo though rides better and gets more comfort equipment as well.` Dynamics: This though is according to the script. The Innova as we have said repeatedly has better dynamics, which besides handling includes steering response, stability in a straight line as well as through quick direction changes and of course, braking. On all these counts the Innova scores higher. Xylo however does have a shorter turning circle. Cost: The biggest drawback of the Innova has been its high pricing. It's a good Rs 3 lakh more expensive than the Xylo in this test. But then, with its higher resale value and better warranty the Toyota also makes more sense when it comes to cost. It scores five points more than the cheaper Xylo here.
Verdict The Innova is pricier, but even so with its better dynamics, quality, and ergonomics and of course an equipment list that's almost as good as the Xylo's, it wins. There's no denying that the price premium is a tad much, but even then, the Innova is the
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better buy if you are looking for a well designed and well thoughtout seven-seater MPV.
?Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering andex changing products of value with others?.Philip Kotler. Marketing includes all those activities having to do with effecting changes inthe ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied ,by the exchange of goods and services for some valuable consideration.-
American Marketing Association. Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these products and services.Marketing consists of analyzing marketing opportunities, resear ching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the
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companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.
Marketing Mix
The basic marketing tools known as the 5 "Ps" are still the most effective way to product launching. The 5 "P's" stand for Product, Price, Packaging Place, and Promotion. These are known to be effective regardless of whether you're launching a product online or offline. If you are planning to launch a product any time soon than make sure you give the 5 "P's" some form of consideration.
1. Product This is the main part of entire marketing campaign. Without a great product you don't really have much to work with. For this reason you have to make sure that you have got market research right. It is very important to make sure that you have met all the requirements that a consumer would want in the product you are offering. You need to make sure that all products are of great quality and that can be relied on as well. After all it is not a stroll through the park in order to achieve the trust of customers. The product you are offering will be the so called first impression on company's reputation. For this reason it is very important that you get everything right. The main goal in terms of products is to meet customer's expectations.
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2. Price This is also quite an important factor in more terms that one. Seeing that you will be competing against other competitors, you have to make sure that you offer a price that will make customers want to come and buy product instead. Don't just price product out of thin air. Make sure you do market research and based on the quality and benefits of product, price item accordingly. One thing you should keep in mind is that with the current credit crunch, many will be looking at ways to cut down on their spending. For this reason you have to make sure price appeals to a wide range of audience. 3. Packaging The packaging of product is also like the first impression of what you have to offer. You need to make sure that packaging is both attractive and safe. Safe in the sense that it provides adequate protection to the product it is holding. Unless you haveanattract ive packaging, you won't be able to attract possible customers.
4. Place This is one of the most important factors when it comes to the actual launch of the product. You need to decide on the perfect location that will allow you to maximize the possible customers. Try choosing a location that has a lot of people passing by on a regular basis.
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5. Promotion This also is known to play a key role in advertising and the launch of the product itself. You need to carefully decide on the approach that you will promote product in comparison to other competitors. So, you are about to launch a new product. You want to get it rapidly out into the market. You need satisfied buyers whom you can use to promote the product's adoption by a wider audience. Business to business marketers who maintain a customer marketing database today have some excellent tools available to permit a profitable launch of new products to their existing.
The Promotion Mix of a company includes the following tools;
Advertising: It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Direct Marketing: It refers to the use of mail, telephone and other non-personal contact toolsto communicate with or solicit a response from specific customers a ndprospects. Personal Selling: Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.
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Public Relations and Publicity: It refers to the variety of programs designed to promote and or protect a company‘s image or its individual products. Sales Promotions: The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.
Objectives of Sales Promotion
The specific objectives set for sales promotions will vary with the type of the target market. For consumer promotions, objectives include encouraging purchasing of larger sized units, building trial among nonusers and attracting switchers away from the competitor‘s brands. For trade promotions, objectives may include; including retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging support of a new product or model, encouraging more prospecting and stimulating offseasonal sales.
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Butmost importantly, sales promotion should be focused on consumer re lationship building.
Sales Promotion Tools: Many tools can be used to accomplish sales promotion objectives.
Descriptions of the main promotional tools are as follows;
The main consumer promotion tools are as follows; Samples: They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted. Coupons: Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other products. Rebates: Rebate is also known as cash refund offers. Rebates are offers torefund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale Price Packs:
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Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package.
Premiums: These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack). Prizes: They are offers of chance to win something such as cash, trips or goods by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions. Tie-in Promotions: Tie-in promotions involve two or more brands or companies that team upon coupons, refunds or contests to increase their pulling powers. Cross Promotions: Cross promotions involve using one brand to advertise non-competing brand. Advertising Specialties: These are useful articles imprinted with an advertiser‘s name, given as gifts to consumers. Patronage Rewards: They are cash or other awards for the regular use of company‘s products or services. They are values (in cash otherwise) that are proportional to one‘s patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.
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POP Promotions: Point of purchase (POP) includes displays and demonstrations that take place at the point of purchase or sale. Trade Promotion Tools: More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows; Discounts: It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time. Allowances: They are the amount offered in return for an agreement by the retailer to feature the manufacturer‘s products in some way; displays, advertising or otherwise. Free Goods: Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. Companies also offer push money and specialty advertising items to the middlemen. Business Promotion Tools: Companies spend huge amount on promotions focused on industrial consumers. The major business promotion tools are as follows; Trade Shows and Conventions: Sales Contests. Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest and implement the program and evaluate its results.
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Sales promotion is an action, which increases the volume of Sales. In a broad sense, the term 'Sales promotion' refers to promotion as discussed as the all the activities of personal selling, publicity, advertising and Sales promotion has been technically defined to include display, demonstration contests and trading stamps. "It applies to assorted non-recurrent and some what extra ordinary non-personal selling effect.
OBJECTIVES OF THE STUDY
The present study is carried out with the following objectives: 1. To study the consumer perception towards Advertisement of companies products. 2. To find out the consumer awareness about the products. 3. To know about the consumers satisfaction with the advertisement given by the company. 4. To find out what the consumers look for the media for advertisement. 5. To find out the opinion of the consumers about company advertisement. 6. To find out the frequency of advertisement preferred by the consumers. 7. To know about the expectations of the consumers
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on companies products.
METHODOLOGY
The present study was based both on primary and secondary data. The primary data have been collected through survey method. The relevant information and data have been collected through canvassing a welldesigned questionnaire/schedule. The researcher has prepared separate questionnaire/schedule for getting information from respondents. The wellstructured questionnaires/schedules were pre tested to know its relevanc e to collect the required information from the respondents The primary information collected was tabulated systematically and converted into tables. The relevant statistical tools were used to interpret and analyze the data collected from the primary sources. We have used the graphic methods to make the presentation and analysis more effective. For the purpose of gathering secondary data on the topic books, articles ,reports, newsletters, bulletins, CD ROMs, microfilms, journals, magazines.
SOURCE OF DATA
Primary Data: Interview, Questionnaire. Secondary Data: Company report, Company journals.
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Patna 1 .Sonali Autos Pvt. Ltd. Dangi Complex, N. H. - 30, New Bye Pass Road, PO: Anishabad Patna-800002 E-mail: [email protected]; [email protected] Phone: 0612-2255751/41 2 . Priyadarshi Motors Pvt. Ltd. Plot No.11, Vishwashariya Nagar, Nahar Par, Baily Road, Patna- 801503 E-mail: [email protected] Phone: 06115-3261277 Bodhgaya 1 . APR Automobiles Pvt. Ltd. Opp. DAV Public School, Near Airport,Gaya Dobhi Road, Gaya Bodh Gaya Phone: 09234604786, 09234455572 Motihari 1 . Shree R.C.Enterprises NH 28, Bariyarpur,Near Zero Mile, Motihari [email protected] Phone: 06252-240655 2. Brajesh Automobiles Pvt. Ltd. N.H.31, Purnea Phone: 06454-242649 Mobile: 9431230055
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DIRECTOR
GM HR MANAGER
SALES MANAGER
FSC
SSC
HR EXECUTIVE
ICRE
EDP MANAGER
ADMIN MANAGER
EDP EXECUTIVE SERVICE MANAGER WORKS MANAGER A/C ASSITANT CASHIER S.A S.S
ACCOUNTS MANAGER
`
TECHNICIA N/HELPER
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I.C.R.E(S)
SPARE PARTS
A sales lead is the identification of a person or entity that has the interest and authority to purchase a product or service. This step represents the first stage of a sales process. The identification of the sales lead is referred to as Lead Generation, a process conducted by either the marketing or sales organization.
The lead may have a corporation or business associated (a B2B lead) with the person(s). Sales leads are generic leads - i.e. a person signs up for a type of offer, instead of a particular company or brand. Sales leads come from either lead generation companies processes such as trade shows, direct marketing, advertising, Internet marketing, spam, gimmicks, or from sales person prospecting activities such as cold calling or making a connection through a social network. For a sales lead to qualify as a sales prospect, or equivalently to move a lead from the process step sales lead to the process sales prospect, qualification must be performed and evaluated. Typically this involves identifying by direct interrogation the lead's product applicability, availability of funding and time frame for purchase. This is also the entry point of a sales tunnel, sales funnel or sales pipeline.
Sales leads are typically generated for closing a sale. As a result, they are information heavy - a sales lead would contain not only the basic information of a person (such as First Name, Last Name, Email, etc.), but also more detailed information such as FICO Score, Household Income, etc. In complete contrast, marketing leads contain only the basic contact information of a person, such as Name, Email and Social Networking handle.
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Advertisers use the information contained in a marketing lead to build a long-term relationship with the consumer via email, Facebook, Twitter or a brand community site. If a sales lead eventually makes a purchase, this is called conversion and a closed sale. The ratio of sales leads that convert is often referred to as the conversion rate, a way to measure the effectiveness of a sales process, sales team, or sales person.
Lead sources:
Leads or sales sources can be generated by many different marketing campaigns or can have many different sources. Leads can be generated through mailings (fax, paper and email), fairs and trade markets, phone (call centers), database marketing and websites.
Leads from websites are often called internet leads and are set apart from the other mentioned generating methods as internet applications can be submitted and send to the sales agent within minutes over the internet providing a chance to have a conversation with the lead while the sale is still fresh in their head. This is called a "real time" although each lead provider has a different definition of how long the time period is.
Another lead product is called a live transfer lead. These leads are generated in a variety of ways by different lead generation companies. The main difference is how the leads are generated. Customer initiated live call transfers are generated when a customer calls into a call center off of advertisements, educational blogs, landing pages, etc. The call center (domestic or foreign) depending on the company may screen the
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lead and gather information to provide the business as well as make sure they are both motivated and qualified.
Another option is to generate them by a dialer that dials a set of phone numbers, plays a message to the individuals and then those individuals have the opportunity to press 1 to be connected to a live agent. Sometimes live lead transfers are sent to a call center agent who then qualifies the individual before sending to the sales agent.
A
revenue
Demand
Generation
Tools:
Your sales team should be focused on what they do best - educating and selling the buyer on the value of your organization's product. Porter can seamlessly integrate a prospect profiling program into your sales process to improve efficiency, allow for scalability and ensure the best use of your sales team's expertise. Prospect profiling provides your company with a validated picture of each prospective customer, as well as emerging trends occurring across multiple organizations within the targeted market.
A Prospect Profiling program will:
?
Determine the characteristics of the "ideal prospect" for your product/service, focusing your sales resources on the "most likely to buy" accounts
?
Prioritize prospects, along with likeliness to buy attributes, who merit follow up by your organization's sales representatives,
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allowing more effective and efficient allocation of your sales force's time
?
Capture relevant information about prospects (current solution in place and satisfaction level, experience with other vendors, decision-making process and buying timeline for this type of purchase) in order to tailor appropriate follow up activities.
?
Build brand recognition by communicating specific messaging to prospects, generating awareness and piquing interest about your organization's product prior to contact from a sales executive.
?
Assess how your company's "value proposition" resonates with prospects.
By consistently "feeding the pipeline" to keep new prospects moving through the sales process, your company can ensure that your sales and growth targets stay on track. With detailed prospect profiles - complete with each company's current environment, specific needs and concerns, and purchasing decision-making process - your sales team will be armed with the competitive edge to drive revenue.
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It is a world wide automobile Organization which will take survey every year for all automobile companies on the basis of CSI & SSI.
It is a individual Organization world wide.
CSI :- Customer Satisfaction Index ( In Workshop ). SSI :- Sales satisfaction Index ( In Sales ).
These all includes 16- parameters.
? In India Mahindra & Mahindra is at third position. ? Worldwide Mahindra & Mahindra is at 10th position.
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Q.1 How do you come to know about ( Mahindra & Mahindra ) XYLO ?
Sources of Information Dealers Advertisements Magazines Banners
No. of Percentage Respondents 15 30 2 3 30 60 4 6
Dealers Advertisements Magazines Banners
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During the survey it has come to light that most of the respondents came to know about the XYLO from advertisements followed by 60% and 30% of the respondents who came to know about it from Dealer and followed by 6% and 4% respondents going with banners and magazines respectively.
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Q.2 Which type of brand of Mahindra & Mahindra you Use?
Type of Brand Light Commercial Vehicles(LCV) Utility Vehicles ( UV ) Tractors
No. of Respondents 7 32 11
Light Commercial Vehicles ( LCV ) Utility Vehicles ( UV ) Tractors
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During the survey it has come to light that 11 respondents were having Tractors, 07 respondents were having LCV, whereas rest of the respondents i,e, 32 were having UVs with them.
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Q.3 While making purchase What are the key factors You expect in your Vehicle?
Factors Price Brand Name Product Durability Services Provided By Company
20 18 16 14 12 10 8 6 4 2 0
No. of Respondents 8 8 19 15
Price
Brand Name
Product Durability
Services Provided By Company
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Survey transpired that 8 respondents customers in Sirsa District consider about the price of the vehicle while purchasing, 15 respondents prefer services provided
by the companies, 19 respondents durability of the produc t, whereas remaining 8 respondents prefers the brand name of the company.
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Q.4 What is the best feature you observe in Mahindra & Mahindra’s newly launched XYLO?
Best Features in XYLO Outstanding Look Transmission System Cooling System Steering System Fuel System Suspension
25 20 15 10 5 0
No. of Respondents 22 8 11 2 0 7
Transmission System
Outstanding Look
Steering System
Fuel System
Cooling System
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Suspension
Survey transpired that most of the respondents were bewitched by the M & M‘s newly launched XYLO‘s look as 22 respondents corroborated this fact. However 8 respondents favored its transmission system to be best feature in XYLO. There were 7 respondents who were tempted by its suspension system.
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Q.5 How do you rate overall performance of Mahindra & Mahindra XYLO?
Overall Performance Excellent Good Average Poor
No. of Respondents 22 17 8 3
Poor
Average
Good
No. of Respondents
Excellent
0
5
10
15
20
25
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Survey transpired that 08 respondents in district Sirsa rate M & M‘s XYLO as ? AVERAGE ?.17 respondents consider them as ? GOOD ?. 22 as ? EXCELLENT ? and the remaining 03 respondents were not satisfied with the performance of XYLO.
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Q.6 While buying the Mahindra & Mahindra product ,What are the important factors influences the promotional scheme?
Factor for scheme Exchange Offer Special Discount Prize Any Other
No. of Respondents 16 14 8 12
18 16 14 12 10 8 6 4 2 0 Exchange Offer Special Discount Prize Any Other No. of Respondents
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Survey transpired that 16 respondents consider that exchange offers influence the Company‘s schemes. However 8 respondents went with prizes given by the Company, 14 respondents are bewitched with the special discounts and 12 respondents considers other schemes.
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Q.7 What do you think may be the biggest strength of Mahindra & Mahindra’s Product ?
Biggest Strength of M&M Durability Mileage Services of Company/Dealers Any Other
No. of Respondents 19 4 18 9
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Durability Mileage Services of Company/Dealers Any Other
During the survey it has come to light that out of the 50 respondents Customers, 4 respondent rated the strength of M & M because of its Mileage, 19 respondents for Durability, 18 respondents for the services provided by either Company/Dealers, whereas 9 respondents of them had their own respective view.
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Q.8 Would you like to recommend M&M’s products to your friend ?
Recommendation Yes No
No. of Respondents 46 4
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Yes No
During the survey it has come to light that out of the 50 respondents Customers, 46 respondents were interest to recommend M & M products whereas 4 respondents were reluctant to recommend.
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Q.9 According to you Which is the Leading competitor to M&M in India ?
Leading Competitor Maruti Udyog Tata Motors Ford Any Other
No. of Respondents 42 2 2 4
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Maryti Udyog Tata Motors Ford Any Other
During the survey it has come to light that most of the respondents believe that the only competitor of M & M is Maruti as enunciated by 42 respondents. However only 2-2 each respondents with Tata Motors & Ford. On the other hand, 4 respondents have their respective opinions.
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Q.10 If you are going to purchase any vehicle, Would you prefer Mahindra & Mahindra’s Xylo in Future ?
Prefering Xylo While Purchasing Yes No
No. of Respondents 39 11
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45 40 35 30 25 20 15 10 5 0
Yes
No
During the survey it has come to light that out of the 50 of respondents Customers, 39 respondents were intending to purchase M & M‘s XYLO whereas 11 respondents were not willing to purchase M & M‘s XYLO.
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The conclusion derived from conducting the study regarding Mahindra & Mahindra and finding of the study are as follows :-
1. Advertising play a major role for the sales promotion schemes, whereas other factors can not be ruled out. 2. Company/Dealer's services is also a prominent feature, which should be provided to the customers.
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3. Most of the respondent-customers that it's services provided to customers is the biggest strength of the company. 4. Most of the customers were happy with company's product and willing to recommend company's product, which is a good sign for the company. 5. Most of the customers were ever contacted by the dealers after the purchase. 6. Regarding non-customers, they have good ideology regarding the company. 7. XYLO came in the knowledge of people from advertisements as admitted by 30% of the respondents who came to know about it from Dealer followed by 6% and 4% respondents going with banners and magazines respectively.
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Mahindra & Mahindra Customer Care Centre should be installed and a toll-free telephone NUMBER should be installed for customers to get their grievances redressed and for noncustomers to know about the company's policies and it's products. Mahindra & Mahindra is able to defend it's present position in the market. Now they should try to penetrate Substitutes' position. They have to Convince users of other brands to shift to them. So the strategy must be competitive on all sides.
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Mahindra & Mahindra has a big market. So, now they should try to acquire it, as they have already made a good name in market. To compete the other products they have to conform the International Standards Whether it is a quality or service standards or price etc. There is a need for Advertising Mahindra & Mahindra and its various applications to expand the total market. Advertisements should be informative and educative in nature so as to create awareness, but the company should never forget to emphasize on specific brand. The company must improve its decision making system to such an extent that it can be possible for the company to make frequent decisions to Cope with the Market Conditions. Most of the customers are quality conscious so quality should be maintained. Time to time sale promotional schemes viz. Road shows and canopies on the roads at various Chowks of city should be placed to aware the public regarding Mahindra & Mahindra. More advertising material should be provided to dealers to attract the customers. Company should emphasize on Advertisements through Print and Electronic Media both. So that people can get more aware about company and their relative products. Sales Force should be increased So that people can get aware about the Mahindra & Mahindra Products and their Concepts.
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Employees and Advisors should be trained on human behavior and that they should be made clear that customer is always right.
Therefore I would like to suggest that Mahindra & Mahindra should do some extra promotional activities like visiting to customer to know their problems and about the performance of the vehicle sold. We know that Customer create Customer, If we satisfy one customer, he will recommend other customer to purchase the particular product. Only selling of vehicle is not our motive, Company has to provide good service after sales also. That is the only way to increase the market share.
Finally it was a great learning experience with SONALI AUTOS PVT.LTD.PATNA, an authorized dealer of Mahindra-XYLO at Patna ( Bihar ). The practical experience 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 behaviors etc, and the
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different practical marketing approaches followed will always help in building my career.
Questionaire
Customer Satisfaction :Q.1 Name: …………………………………Sex …………………….. Father's Name : …………………………..Occupation……..……
Q.2 Q.3
Gender : Age of Group :-
A) Male A) 20-25years C)30-35years
B) Female B)25-30years D)Above 35 years
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Q.4 Q.5
Education :Occupation :-
A)U.G A)Employed
B)Grade
C)P.G
B)Self Employed D)Private Sector
C)Public Sector E)Any Other
Q.6
Your preference while choosing a four-wheeler passanger car ? (A) Mahindra (B)Tata (C)Maruti (D)Hyundai
Q.7
How do you come to know about this M & M' Xylo? (A)Dealer (B)Advertisement (C)Magazines (D)Banners
Q.8
Which type of brand of M & M you use? (A)LCVs (B)UVs (C)Tractors
Q.9
While making purchase what are the key factors you expect in your vehicle? (A)Price (B)Brand Name (C)Product Durability
(D)Services provided by company Q.10 What is the best feature you observe in M & M's newly launched Xylo ? (A)Outstanding look (B)Transmission System (C)Cooling System (E)Fuel System (D)Steering System (F)Suspension
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Q.11 How do you rate overall performance of M & M's Xylo ? (A)Excellent (B)Good (C)Average (E)Poor
Q.12 While buying the M & M product what are the important factors influences the promotional scheme? (A)Exchange offer (B)Special discount (C)Prize (D)Any other Q.13 What, do you think may be the biggest strength of M & M 's product? (A)Durability (B)Mileage (D)Any other
(C)Services of company / Dealers
Q.14 Would you like to recommend M & M‘s products to your friend or relatives? (A)Yes (B)No.
Q.15 According to you which is the leading competitor to M & M in India ? (A)Maruti Udyog (B)Tata Motors (C)Ford (D)Any other
Q.16 If you are going to purchase any vehicle would you prefer M &M's Xylo in future? (A)Yes (B)No.
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Customer Feedback :-
Date………… Place…………
Signature of the Customer. ……………………………..
BIBLIOGRAPHY & WEBLIOGRAPHY
etymonline.com. Kotler, P, Armstrong, G, Brown, L, and Adam, S. (2006) Marketing,7th Ed. Pearson Education Australia/Prentice Hall. Kotler, Philip; Gary Armstrong (1989). Principles of Marketing, fourth edition (Annotated Instructor's Edition). www.teammahindra.com.
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Brochures of Mahindra & Mahindra. www.mahindra&mahindra.com. Random House Dictionary, PHILIP KOTLER :- MARKETING MANAGEMENT. RANJAN SAXENA :-MARKETING MANAGEMENT. www.teammahindra.comBrochures of Mahindra www.mahindraxylo.com
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