SUMMER TRAINING REPORT

ON

CUSTOMER MAPPING
A SURVEY OF INDUSTRIAL CUSTOMER OF LUDHIANA
(TOWARDS CARS)

Undertaken at PRESTIGE MOTORS LTD. LUDHIANA

In Partial Fulfillment of
Masters of Business Administration
At
GURU NANAK DEV ENGINEERING COLLEGE,
Ludhiana.

Submitted to: Submitted By:

BHUPINDER SINGH BAWA VIJAY KUMAR
(AGM) ROLL NO 80101317057
PRESTIGE MOTORS MBA (2008-2010)

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 ACKNOWLEGEMENT

“When you give yourself, you receive more than you give.”

The concepts learnt in academics are of no importance until they are practically applied.
In today’s world it is imperative for the students of any Post- Graduate course to keep
pace with the changing technology innovations taking place across the world. In
alignment with this, I prepared a Summer Report after my 2 nd semester of MBA.

I would like to express my sincere gratitude to Mr. Bhupinder Singh Bawa (AGM –
Prestige Motors) for giving me the opportunity to work with his esteemed
organization. I would like to thank Mrs. Sonia Sharma (Sales Executive) for giving
me product knowledge and their valuable support throughout the project. It was very
enriching and enlightening experience to work under their valuable guidance. Without
their support this project would not have been possible.

I would also like to thank my parents and friends those who have given their support &
contribution, whenever required.

Finally and most important I would like to thank to faculty of GNDEC (Especially to
Prop. Parampal Singh) to provide me with such an opportunity that has enhanced my
learning horizon Last but not least, I thank the almighty, and may he stand with all of
us.

VIJAY KUMAR

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 PREFACE

The project is based on the Customer profile and mapping to understand the consumer
behavior regarding automobile sector. The project took 6 weeks for completion. The main
motive of project report was to enhance my expertise and extensive knowledge I gained through
my course, by applying it practically to the market of automobile Ludhiana.

The project has been completed by collecting the primary data by interviewing the various
industrialist of Ludhiana. Secondary data was also used as per the availability from different
sources. In all the study was to find out at which geographical area the potential customer may
exist and also to study the consumer behavior regarding automobile sectors.

During the project, I learnt the procedures and various other aspects of marketing of automobile
by applying theoretical knowledge and concepts to the best.

Needless to say, errors and omissions are bound to occur.

Last but not the least, I am grateful to all those who happened to be a part of the successful
completion of this Project and my mind and heart for going hand in hand!

Vijay Kumar

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 CONTENTS

Page no.
Chapter1
INTRODUCTION TO THE PROJECT 6
EXECUTIVE SUMMARY 7
INTRODUCTION TO AUTOMOBILE HISTORY 12

Chapter2
INTRODUSTION TO VOLKSWAGEN GROUP 16
HISTORY OF VOLKSWAGEN 20
NINE AUTOMOTIVE COMPANIES OF VOLKSWAGEN 27
ACHIEVEMENTS OF VOLKSVAGEN 31

Chapter3
VOLKSWAGEN IN INDIA 35
INTRODUCTION TO PRESTIGE MOTORS 39
PRODUCT PROFILE FOR MODELS AVAILABLE IN 42
INDIA

Chapter4
OBJECTIVES O F THE STUDY 48
RESEARCH METHODOLOGY 49
ANALYSIS 55

Chapter5
CONCLUSION 65
LIMITATIONS 66
RECOMMENDATION 67
QUESTIONAIRE 68
BIBLIOGRAPHY 71

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4
 INTRODUCTION TO THE PROJECT

The project title is “CUSTOMER PROFILE AND MAPPING TO UNDERSTAND THE

CONSUMER BEHAVIOUR REGARDING AUTOMOBILE SECTOR

Customer mapping is also known as geographical market analysis and it is the Easiest Way to
Identify Where Your Customers Come From and Who They Are. This project focus on to know
the profile and from which geographical part of Ludhiana the potential customer of Volkswagen
cars can be and what is the consumer behavior of various users of cars like how many cars do
they have and after how much do they like to change their cars . The whole survey has been done
in various parts of Ludhiana city like Focal Point, Industrial Area, Sundar nagar .
.

So, in this research I studied the mapping of the customers and behavior of the customers.
So, overall it was great learning experience for me to get such an introspect about automobile
industry and various aspects related to its marketing strategy.

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 EXECUTIVE SUMMARY

Customer mapping is the Easiest Way to Identify Where Your Customers Come From and
Who They Are.

Customer Mapping Analysis may include:

· A customer profile to understand where to find more like them.
· Market penetration and market share reports showing performance in existing
markets and expected performance in new markets.
· Market ranking reports allowing company to prioritize resource deployment into
new markets

Customer Mapping helps to know market potential by using following steps.

Map Customer Locations

Create a "pin map" of where your customers live. Find out at a glance what parts of town you
draw from and where to advertise. If you have your names and addresses in a data file, you can
order right now with no payment required in advance.
Identify Your Trade Area
Map your customers to see what your trade area is. Compare your customers with the market
potential to see your market penetration.
Define Customer Profile
Once you have your customers mapped, you can analyze the demographic characteristics and
define a profile of your best customers. From this it is a short step to finding more potential
customers like them.

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Target Your Advertising
Given your trade area, and your customer profile, you can focus advertising to the places and
media that are most likely to hit your target market.

Customer Mapping
Customer mapping shows organizations which neighborhoods and markets they are serving
with their products. The results of customer mapping can often be surprising and show
trends that were otherwise unknown.

In addition, customer mapping can be applied not only to an entire client database, but also
to selected kinds of customers such as:

• Those who have bought certain products, or certain services

• Those whose purchases exceed a specified amount

To gain the greatest value from Customer mapping, it can be combined with market share
analysis to reveal the strongest areas that are being reached, and those that are not being
reached.

Strategies for Customer Mapping

What is a geographic market worth to your business? Mapping Analytics will help you find
the answer. Market potential can be expressed as a function of:

• The number of customers purchasing

• Amount purchased
• Frequency of purchase

In other words, market potential = (how many * how much * how often)

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Bottom Up or Top Down Market Analysis?

It all depends on your specific needs. Mapping Analytics can advise you on the best
approach to sizing any market. We employ various methodologies and data sets to get you
the answers you need.

• A bottom up approach to market sizing starts with your customers. How much and
often do they buy? What is their profile? How many potential customers do you
have in the market based on your customer profiles? How can you reach them?
• A top down approach starts with market and industry data. It takes a close look at a
geographic market area and profiles the consumers and/or businesses to let you
know their propensity to buy your products and services.

Mapping Analytics has expertise in both these approaches to market sizing. We also have a
wealth of data sources through partnerships with the best data providers in the industry. We
can match the right data for market analysis to your business and market strategy.

Cluster Analysis for Customer Mapping

We often use lifestyle clustering systems to size consumer markets. Clustering systems
operate under the premise that "birds of a feather flock together." That means people with
similar buying behaviors and demographic profiles tend to live close together. This helps
you identify neighborhoods or markets where your potential is highest.

• Cluster analysis identifies key segments in the population that are more likely to
purchase your products than the average consumer.
• Knowing in which clusters people reside provides a reasonable means of
understanding and predicting how they will behave.
• Understanding which clusters are more likely than others to purchase allows better
targeting .
• Clusters are tied to geography, allowing you to identify and prioritize
neighborhoods, trade areas and markets .

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Access Market Opportunity
Market analysis services from Mapping Analytics will provide the key intelligence we
need to rank and prioritize markets. We will know:
· The top new geographic markets to target based on customer or revenue potential
· Which markets where we currently do business have untapped potential
Gaining this market understanding is essential to growing and expanding our business. But
it isn't enough on its own.

Demographic Site Selection

When we work with Mapping Analytics, we will discover that demographic site selection
leads to a sound business site selection decision. We include a series of important
analyses when helping we select new sites, including:
· Customer profiling
· Mapping customer locations
· Competitive analysis
· Trade area development and mapping
· Demographic, Census, and market data analysis
· Market potential analysis

Customer Profiling

Customer profiling services from Mapping Analytics create descriptive segments or groups
of your customers. Each segment has specific defining characteristics. A customer segment
is not as simple as applying a demographic label, such as "women age 45-54" or
"businesses with revenue >$500 million."

Those descriptions alone won't tell you enough about your customer. For example, not all
women age 45-54 have the same tendency to purchase your products. So a profile like this
may not help you much, and you may waste resources marketing and selling to the wrong
people.

That's why Mapping Analytics takes a more comprehensive and disciplined approach to

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customer profiling. We use your own customer data, lifestyle cluster data, and analytical
techniques. The result is a more accurate description of your customer that can be used to
identify areas where you can find more of your best customers.

What Goes Into a Customer Profile

What makes up a customer profile? It depends on whether your customers are businesses or
consumers. In either case, you typically start with your own customer data (such as
location, purchases, spending volume), append additional consumer or business data, then
group into segments that share similar characteristic

Mapping Customer Attitudes

By Cliff Allen, ClickZ, Oct 17, 2000

However, it's hard to predict which car someone will buy just by knowing demographic
characteristics. While one person of a certain age, income level, and family situation may
drive an expensive imported car, his next-door neighbor might share the same demographic
profile and drive an inexpensive domestic car. Thus, the demographic data doesn't explain
the difference in automotive preferences. But understanding the differences in how these
two consumers perceive the features and benefits of automobiles could help marketers
understand their needs and interests and which cars they are likely to prefer.

By surveying consumers about their attitudes toward the leading products in a market,
marketers can map customers' dominant attitudes toward products. Market research
companies such as Simmons conduct detailed interviews to gather the data needed to
identify clusters of buyer attitudes.

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 INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As
the century turned, three cars were imported in Mumbai (India). Within decade there were total
of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century, Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies, including the creation of a
wheel that turned under its own power. By 1600s small steam-powered engine models was
developed, but it took another century before a full-sized engine-powered vehicle was created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It
was the first internal-combustion motor car of America, and it was followed by Henry Ford’s
first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that
featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood,
and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style
rather than speed. During the 1920s, the cars exhibited design refinements such as balloon
tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured
an 8-cylinder engine and an aluminum body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more
to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their
predecessor was.
The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.
The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was
built on compact and stylized lines, and was capable of 230 kmph (144 mph).This was the
Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.

Facts & Figures

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The automobile industry in India is on an investment overdrive. Be it passenger car or two-
wheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone
appears to be in a scramble to hike production capacities. The country is expected to witness
over Rs 30,000crore of investment by 2010.
Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be
launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up the second car
plant with a manufacturing capacity of 2.5lakh units per annum for an investment of Rs 6,500
Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself).
Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3
years. Hyundai will bring in more than Rs 3,800 Crore to India.
Tata Motors will be investing Rs 2,000 Crore in its small car project.
General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota
announced modest expansion plans even as Honda Siel has earmarked Rs 3,000Crore over the
next decade for India - a sizeable chunk of this should come by 2010 since the company is also
looking to enter the lucrative small car segment.
.Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each
announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra’s joint venture
with International Trucks is expected to see an infusion of at least Rs 500 Crore. Industry
performance in 2008-09
The Indian automotive market managed to stand up to the vagaries of the economic meltdown to
show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23lakh grew 0.71 per
cent from 96.54lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a handful of countries
managed to show growth. A few months ago, India was looking at negative growth but has
turned around. It is actually better than expected.
Passenger vehicle sales at 15.51lakh registered flat growth while commercial vehicle sales
showed a 21 per cent drop.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent
growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for
passenger vehicles

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The passenger vehicle market has weathered the downturn largely due to market leader Maruti
Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22lakh units for
2008-09. Closest rival Hyundai Motor India sold 2.44lakh cars, a growth of 13 per cent.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s numbers fell
15 per cent to 46,892 units while Ford India’s sales were down 17 per cent to 27,976 units.
Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India
was down 8 per cent to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in volumes. Market
leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34
lakh units while Ashok Leyland showed 37 per cent drop at 47,632.
Either’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at
7,819 units. “The freight movement is unlikely to improve this fiscal which will impact truck
sales.

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4
 INTRODUCTION TO VOLKSWAGEN GROUP

Type: Public Company

Headquarters: Germany

Industry: Automotive

Products: Cars, Trucks

Revenue: €113.8 billion (2008)

Operating income: €6.61 billion (2008)

Profit: €4.68 billion (2008)

Employees: 369,928(2008)

Vehicle brand companies

Audi
Bentley motors ltd.
Bugatti automobile
Subsidiaries: Lamborghini
Seat
Skoda auto
Scania
Volkswagen passenger car
Volkswagen commercials vehicles

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 INTRODUCTION TO VOLKSWAGEN

Type: Subsidiary of Volkswagen group

Founded: May 28, 1937

Founders: Ferdinand Porsche, Adolf Hitler

Headquarters: Wolfsburg, Germany

Area served: Worldwide

Key people:

Martin Winterkorn
(Chairman of board of management)

Christian kingler:
Ferdinand piech: (board of management of the Volkswagen passanger cars)
(chairman of Volkswagen supervisory board

Industry: Automotive

Products: Cars, Trucks

Website: Volkswagen.com

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Worldwide location of various Volkswagen plants

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In German, ‘Volks’ pronounced as (folks), means people and
‘Wagen’ means ‘Car’. Hence:

Volkswagen means "people's car" in German, in

which it is pronounced [fɔlksvaɡən].

Its current tagline or slogan is Das Auto (in English The Car).

Its previous German tagline was Aus Liebe zum Automobil, which translates to:
Out of Love for the Car, or, For Love of the Automobile, as translated by VW
in other languages.

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 History of Volkswagen

Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933, shortly
after taking over as leader of Germany, he teamed up with Ferdinand Porsche to make changes
to Porsche's original 1931 design to make it more suited for the working man. Hans Ledwinka
discussed his ideas with Ferdinand Porsche, who used many Tatra design features in the 1938
"KdF-Wagen", later known as the VW Käfer—or Volkswagen Beetle. When Chrysler brought
out the 1934 DeSoto Airflow coupe, its design enabled Mr. Porsche to finalize his design of the
Beetle. On 22 June 1934, Dr. Ferdinand Porsche agreed to create the "People's Car" for
Hitler's mother.

After some time, they planned to change some features regarding various aspects. These
changes included better fuel efficiency, reliability, ease-of-use, and economically efficient
repairs and parts. The intention was that ordinary Europeans would buy the car by means of a
savings scheme ("Save five Marks a week, if you want to drive your own car"), which
around 336,000 people eventually paid into. The VW car was just one of many KdF programmes
which included things such as tours and outings. The prefix "Volks" ("People's") was not just
applied to cars, but also to other products in Europe; the "Volksempfänger" radio receiver for
instance. On 28 May 1937, the Gesellschaft zur Vorbereitung des Deutschen Volkswagens
was established by the Deutsche Arbeitsfront. It was later renamed "Volkswagenwerk" on 16
September 1938.

VW Type 82E

Erwin Komenda, the longstanding Auto Union chief designer, developed the car body of the
prototype, which was recognizably the Beetle we know today. It was one of the first to be
evolved with the aid of a wind tunnel; unlike the Chrysler Airflow, it would be a success.

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New factory started

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now called
Wolfsburg, which had been purposely built for the factory workers. This factory only produced
a handful of cars by the time war started in 1939. None were actually delivered to any holder of
the completed saving stamp books, though one Type 1 Cabriolet was presented to Hitler on 20
April 1938 (his 49th birthday).

At the times of 1st world War, Volkswagen War meant production changed to military vehicles,
the Type 82 Kübelwagen ("Bucket car") utility vehicle (VW's most common wartime model),
and the amphibious Schwimmwagen which were used to equip the German forces.

By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was still
in disrepair. Due to roof and window damage, rain stopped production and steel to make the cars
had to be bartered for new vehicles.

Volkswagens were first exhibited and sold in the United States in 1949, but only sold two
units in America that first year. On its entry to the U.S. market, the VW was briefly sold as a
"Victory Wagon". Volkswagen of America was formed in April 1955 to standardize sales and
service in the United States. Production of the Type 1 Volkswagen Beetle increased dramatically
over the years, the total reaching one million in 1955.

Sales soared — due in part to the famous advertising campaigns by New York advertising
agency Doyle, Dane Bernbach. Led by art director Helmut Krone, and copywriters Julian

4
Koenig and Bob Levinson, Volkswagen ads became as popular as the car, using crisp layouts
and witty copy to lure the younger, sophisticated consumers with whom the car became
associated. Despite the fact it was almost universally known as the Beetle (or the Bug), it was
never officially labeled as such by the manufacturer, instead referred to as the Type 1. The first
reference to the name Beetle occurred in U.S. advertising in 1968, but not until 1998 and the
Golf-based New Beetle would the name be adopted by Volkswagen.

Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in
European and North American markets. The company knew that Beetle production had to end
one day, but the conundrum of replacing it had been a never-ending nightmare. VW's ownership
of Audi / Auto Union proved to be the key to the problem - with its expertise in front-wheel
drive, and water-cooled engines which Volkswagen so desperately needed to produce a credible
Beetle successor. Audi influences paved the way for this new generation of Volkswagens, known
as the Polo, Golf and Passat.

Volkswagen Golf, sold as the rabbits in USA

While Volkswagen's range of cars soon became similar to that of other large European
automakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction, and
the mechanical basis for several other cars of the company. There have been six generations of
the Volkswagen Golf, the first of which was produced from the summer of 1974 until the end of
1983 (sold as the Rabbit in the United States and Canada and as the Caribe in Latin America). It
would be produced in the United States as the Rabbit until the spring of 1984. The second-
generation Golf hatchback/Jetta sedan ran from late 1983 to late 1991, and a North American
version produced in Pennsylvania went on sale at the start of the 1985 model year.

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In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite the
success of models like the Golf elsewhere. The Japanese and the Americans were able to
compete with similar products at lower prices. Sales in the United States were 293,595 in 1980,
but by 1984 they were down to 177,709.

Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish and
spacious three-door hatchback designed by Bertone. It was a strong seller in West Germany and
most of the rest of Western Europe, being one of the first foreign small cars to prove popular in
Britain. The second generation model, launched in 1981 and sold as a hatchback and "coupe"
(with the hatchback resembling a small estate car and the coupe being similar to a conventional
hatchback), was an even greater success for Volkswagen. It was facelifted in 1990 and was still
selling well after 15 years, when it was replaced by the third generation Polo in 1994.

The Volkswagen New Beetle concept, especially in North America.

In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with a
resemblance to the original Beetle but based on the Polo platform. Its genesis was secret and in
opposition to VW management, who felt it was too backward-looking. Management could not
deny the positive public response to the concept car and gave the green-light to its development
as the New Beetle. The production car would be based on the Golf rather than the Polo, because
the Polo frame was too small for the car to pass crash test standards in the U.S. It has been quite
popular in the North America and is now gaining in the EU.

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Volkswagen group — the Volkswagen Bora (the sedan, still called Jetta in the USA), New
Beetle, SEAT Toledo, SEAT León, Audi A3, Audi TT and Skoda Octavia. However, it was
beaten into third place for the 1998 European Car of the Year award by the winning Alfa Romeo
156 and runner-up Audi A6.

In the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi),
Bentley and Bugatti which were mainly due to Ferdinand Piech and added to the group
portfolio.

Volkswagen in 2005, despite challenges, still maintained North American sales of 224,195—a
dramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles.VW plans to
close out the decade with the release on several new vehicles worldwide and a barrage of
advertising.

The Fifth-Generation Golf

Volkswagen is recognized as one of the leading small diesel engine manufacturers, and is
partnering with Mercedes and other companies to market BlueTec clean diesel technology,
calling it Blue-Motion. Volkswagen has offered a number of its vehicles with a TDI
(Turbocharged Direct Injection engine), which lends class-leading fuel economy to several
models. According to the United States Environmental Protection Agency, four of the ten most
fuel efficient vehicles available for sale in the U.S. in 2004 were powered by Volkswagen
diesel engines

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Electric and alternative fuel vehicles:

Clean diesel

A Blue Motion Volkswagen Polo

Volkswagen has been selling clean diesel-powered engines for the European market since
2003. VW developed Turbocharged Direct Injection (TDI) technology for diesel engines, and
it offers a wide array of TDI powertrains. As modern diesel fuel economy is 30 percent higher
than gasoline engines, a proportional reduction of greenhouse gases emissions is achieved with
clean diesel technology. Volkswagen is also developing hybrid technology for diesel-electric. A
VW Golf turbo-diesel hybrid concept car was exhibited in the 2008 Geneva Motor Show,
which has a fuel economy of 70 mpg (3.3 liters per 100 km).

Electric vehicles:

Volkswagen and Sanyo have teamed up to develop a hybrid vehicle battery system. Volkswagen
boss Martin Winterkorn has confirmed the company plans to build compact hybrid vehicles.

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There will definitely be compact hybrid models, such as Polo and Golf, and without any great
delay”, with gasoline and diesel engines.

Flexible-fuel vehicles

The 2003 VW Gol 1.6 Total Flex was the first full flexible-fuel vehicle launched in Brazil,
capable of running on any blend of gasoline and ethanol (E100).

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Volkswagen Group owns nine active automotive companies:

• Audi : 99.55% ownership; the Audi marque is the sole active brand of the former

Auto Union, bought from Daimler-Benz on 30 December 1964.

• Automobili Lamborghini:, 100% ownership by Audi AG; company was

bought in June 1998.

• Bentley Motors Limited,: 100% ownership by Volkswagen AG; the

company (at the time known as Rolls-Royce & Bentley Motors Ltd.) was bought on 28
July 1998 from Vickers, but did not include the 'Rolls-Royce' brand name. The Rolls-
Royce marquee was subsequently restarted by BMW who had licensed the brand from
Rolls-Royce plc.

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• Bugatti Automobiles : 100% ownership via the Volkswagen France
subsidiary of VWAG, Bugatti Automobiles SAS was created after Volkswagen
purchased the right to the Bugatti marque.

• SEAT, :- Initially cooperation agreement with Audi AG, 51% (1986) and 100%
ownership by the VW Group since 1990, and was the first foreign subsidiary in the VW
Group.

• Škoda Auto,:- 100% ownership since 1999.

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• Volkswagen Passenger Cars,:- 100% ownership.

• Volkswagen Commercial Vehicles (VWCV) or 'Volkswagen

Nutzfahrzeuge' (VWN) (German) — 100% ownership; started operations as an
independent entity in 1995. VWCV/VWN is in charge of all commercial vehicle
developments within the Group and has control over Scania and is a shareholder in MAN
AG.

• Scania AB,:- 70.94% of voting rights as at 27 February 2009 .

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 Current Volkswagen models

• EuropeCaddy Life
• Eos
• Fox
• Golf Mk6
• Golf Plus
• Golf Variant
• Jetta Mk5
• Multivan
• New Beetle
• New Beetle Convertible
• Passat Mk6
• Passat CC
• Phaeton
• Polo Mk4F
• Scirocco
• Sharan
• Touran
• Tiguan
• Touareg

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 Achievements of Volkswagen

In 1980, Volkswagen competed in the Paris-Dakar Rally with the Audi-developed Iltis, placing
1st, 2nd, 4th and 9th overall.

Volkswagen enlists Dakar Champion Jutta Kleinschmidt, the first female to win the Dakar in
2001, to help design and compete a Dakar Racer.

In 2003, VW replaced the ADAC Volkswagen Lupo Cup with the newly released Polo, to
become the ADAC Volkswagen Polo Cup.

In 2004, Volkswagen Commercial Vehicles enter the European Truck Racing series with the
Volkswagen Titan series truck - it became back-to-back champions for the 2004 and 2005 series.

In 2003, the Hannover based team starts with a 2WD buggy named Tarek. It places 6th outright
but took 1st in the 2WD and Diesel class.

In 2004, VW enters the newly developed Race-Touareg T2, finishing 6th overall and 2nd in the
Diesel class.

In 2005, an updated Race-Touareg with slightly more power is entered, with driver Bruno Saby,
finishing in 3rd overall and 1st in the Diesel class!

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 In 2006, Volkswagen released the most powerful Race-Touareg yet: the Race-Touareg 2. Five
vehicles enter, with driver Giniel de Villers finishing in 2nd place overall, and 1st in the Diesel
class.

In 2009, Volkswagen won the 2009 Dakar Rally held in Argentina. VW's Touareg race models
finished 1st and 2nd

Winner of numerous international awards and accolades

worldwide.

2008

• February 20, 2008 - Volkswagen Tiguan is voted SUV of the year by "OFF ROAD" magazine
readers
• January 29, 2008 - Volkswagen receives award for increasing shareholder value
• January 29, 2008 - Value champions 2008: Volkswagen Tiguan and Golf Estate
• January 24, 2008 - Golf GTI is one of “10 Best Cars of 2008”
• January 18, 2008 - What Car? Award 2008: Double for Volkswagen
• January 17, 2008 - Prize for TSI and DSG: “Yellow Angel 2008” Award for Volkswagen’s Latest
High-End Technologies

2007

• May 16, 2007 - Volkswagen models voted “Company Cars of the Year”
• April 20, 2007 - Volkswagen wins 10 gold at Fleet Awards 2007
• March 27, 2007 - Multiple awards for Volkswagen advertising
• March 26, 2007 - "Innovation of reason" 2007: Award for high temperature fuel cell from
Volkswagen
• January 4, 2007 - Volkswagen unveiled the cleanest ever TDI engine.

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2006

• September 12, 2006 - Volkswagen Ranks First in J.D. Power Environmental Study
• September 12, 2006 - Aerodynamic package makes Volkswagen Passat an eye-catcher -
• June 20, 2006 - Volkswagen receives environmental award from Federation of German
Industries -
• March 2, 2006 - Auto1 Award- The Passat is Europe’s Number One -
• January 20, 2006 - Passat Awarded Renowned What Car Trophy as Best Family Car
• January 19, 2006 - The Passat is Germany's Favourite Car 2006-ADAC readers award
Volkswagen the 'Gelber Engel' prize -

2005 and 2004

• May 23, 2005 - The Passat - receives five star rating - top result in the Euro NCAP crash test
• April 8, 2005 - The Golf - more than 25 awards worldwide
• March 23, 2005 - Volkswagen Phaeton moving ahead
• February 16, 2005 - The new Passat launched with four different engines
• January 30, 2004 - The Volkswagen Touareg – an outstanding off-road vehicle - International
experts award prizes to the Volkswagen SUV -

4
4
 Volkswagen in India

Recently Volkswagen paved the way for sustainable market activities in India. With the
investment agreement signed at the end of 2006 the brand sets a new course that unites two
success stories – Volkswagen and India.

Volkswagen AG is to build a new production plant in Pune in the Indian state of Maharashtra.
With investment totaling some 410 million euros, a full production plant with a press shop, body
shop, paint shop and assembly lines is to be built on the 230 hectare site in the Chakan industrial
park near Pune. The German brand and Europe’s largest automotive manufacturer will be
entering the Indian market to meet the rapidly growing demand for mobility. Volkswagen will be
developing a vehicle in the foreseeable future specifically tailored to the needs of the Indian
market offering all the features of a genuine Volkswagen.

For the first step the Volkswagen brand will bring locally produced vehicles to the Indian market
up from the third quarter of 2007. To accompany the growing supply of Volkswagen Passenger
Cars, the Group has established a separate Indian sales company in 2007, initially for
Volkswagen as well as for Audi. “Volkswagen Group Sales India Private Limited” registered in
Mumbai will distribute locally manufactured and imported vehicles in India.

Thus, Volkswagen can bring one of it's upper-premium sedan as the first locally produced
vehicle to the Indian market. In April 2006, Volkswagen produced the 14 millionth of its
bestseller. The Passat has become the very image of automotive progress, representing what
“Made in Germany” means. This long-term success is confirmed by numerous accolades from
experts, journalists and customers who have put the car through its paces in recent months. This
image is characterized by vehicle size, drive technologies, safety features such as airbags, ABS

4
and ESP in addition to quality details including galvanized bodies. Imported vehicles such as the
premium Sports Utility Vehicle Touareg will complement the range.

Various positions of Volkswagen Dealers in India

4
 Current Existing Dealers in India

• Ludhiana - Prestige Motors, Lally Motors India Private Limited\

• Ahmedabad - Volkswagen Ahmedabad

Automark Motors Pvt.Ltd

• Bangalore - Elite Motors Pvt.Ltd

• Bangalore - Volkswagen Palace Cross

• Chandigarh - Genuss Motors, Swami Automotives Pvt.Ltd.

• Cochin - Volkswagen Cochin

EVM Motors & Vehicles India Pvt Ltd

• Chennai - Volkswagen Chennai

ABRA Motors Private Limited

• Coimbatore - Volkswagen Coimbatore

Ramani Cars Private Limited

• Delhi - DD Autoworld Private Limited

• Delhi - Kashyap Vehicle Works Private Limited

• Delhi West - Volkswagen Delhi West

Worldclass Automobiles Pvt. Ltd.

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• Goa - Volkswagen Goa
Caculo Automotive Pvt. Ltd

• Hyderabad - Orion Motors

• Jaipur - Volkswagen Jaipur

Tanya Cars Pvt Ltd

• Kolkata - Volkswagen Kolkata

OSL Exclusive Pvt Ltd

• Mumbai - Volkswagen Downtown Mumbai

• Pune - Volkswagen Pune

Vidyut Motors Pvt. Ltd

• Surat - Volkswagen Surat

Navjivan Auto Square Pvt. Ltd

4
4
 INTRODUCTION TO PRESTIGE MOTORS

PRESTIGE MOTORS is a division of LALLY MOTORS, owned by the NRI Lally family
and the Official dealer for Volkswagen AG in India and first Volkswagen passenger car
dealer in Punjab currently operational in Ludhiana at National Highway-1 (G. T. Road)
since March-2008.

Mission:

The strategic intent is to be the premier partner in the Indian automotive market, providing
products and service that exceed the current standards.

Strategy:

A long-term strategy is being the leading benchmark company in the Indian automotive
market by constant investments in our people and facilities.

Quality Policy:

Prestige Motors are fully committed towards total customer satisfaction. We believe in
continual professional improvement. Hence we keep updating our systems and facilities to
offer the very best for:

• Total Commitment to customer satisfaction.

• Focus on employee’s involvement and improve retention.
• Work professionally and honestly.

Prestige Motors Sales

• Highly qualified Sales Team is ready to advise customers on any specific want and
4 making the right choices.
need that would require and will assist in
Products Profile for models available in India:

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Passat

Technical specifications
Vehicle Model Passat TDI 2.0 Exclusive

Engine Type 4-cylinder diesel engine

Displacement(liters/cc) 2.01/1968cc
Max. Torque(NM at RPM) 320/1750-2500
Transmission 6 speed DSG-direct shift gearbox
Bore/Stroke(mm) 81/95.5
Max. Power output(kw(PS) @ RPM 103(140) at 4000
Emission Category Euro 4

Price 2518279

Jetta

4
Technical specifications
Vehicle Model Jetta 1.6 L (Petrol) Jetta 1.6 L TDI (Diesel)
Jetta 1.9 L TDI
(Trendline)/Comfortline
Engine Type 4-cylinder diesel 4-cylinder diesel engine
engine
Displacement(liters/cc) 1.6/1595cc 1.9/1896cc
Max. Torque(NM at RPM) 148/3800 250/1900
Transmission 5 speed manual 5 speed manual /6 speed
gearbox automatic DSG gearbox
Max. Power output(kw(PS) @ 75(102) at 5600 77(105) at 4000
RPM
Price 1,335,851 1,463,613/ 1,713,646

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Touareg

Technical specifications
Vehicle Model Touareg 3.0 V6 TDI Touareg 5.0 V10 TDI
Engine Type 6-cylinder ‘V’turbo 10-cylinder ‘V’ bi-turbo
diesel diesel
Displacement(liters/cc) 3.0/2967 5.0/4921
Max. Torque(NM at RPM) 550/2250-2500 750/2000
Bore/Stoke mm 83.0/91.4 81.0/95.5
Compression Ratio 17.0:1 18.5:1
Max. Power output(kw(PS) @ 176@4000-4400 230@3750
RPM
Fuel Type Diesel 51CZ Diesel 51CZ

Introducing POLO in India

4
Volkswagen India will launch its first small car, the Polo, in the domestic market
in the early part of 2010. The car will be priced and positioned in line with the A2
compact car category, which includes models such as Maruti's Swift & Ritz, and be
built on a new platform. The Polo will be made at the company's new
manufacturing facility at Chakan, Pune, with locally sourced auto components
being about 50 per cent.

"The all-new platform for the Polo has been designed keeping Indian road
conditions in mind. The Polo will be benchmarked against the market leader in this
segment, which is Maruti Suzuki's Swift. The Polo would be available in the
petrol and the diesel engine variant.
Company hope to sell around 30,000 units in 2010. Then, by 2014, and hope to
cross the 100,000 mark, by which time the car market in India would have crossed
two million units
Till date, VW India has invested Rs 3,800 crore (Rs 38 billion) in setting up its
operations in India. The facility at Chakan has an annual capacity of up to 110,000
cars on a single shift.

Competitors of existing Volkswagen model in India

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Competitors of JETTA (14-18lakhs)

Honda Civic
Hyundai Sonata(Emberra)
Skoda Octavia
Skoda Laura
Toyota Corrola Altis
Fiat 500

Competitors of Passat(24lakhs)

Toyota Camry
Honda Accord
BMW 3series
Skoda Superb

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4
OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer profile and mapping to understand the
consumer behavior regarding automobile sector.

Objectives

To know the customer profile.

To analyze the exact segregation of the industry of Ludhiana.
To know at which geographical segment the potential customer exist..
To know the consumer behavior regarding cars on following parameter:
(a) To analyze the factors that influence the customer before buying a car..
(b) To find out the replacement pattern of customers.
(c) To find out the purchase pattern.

4
 RESEARCH METHODOLOGY
A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions. The research process provides a systematic,
planned approach to the research project and ensures that all aspects of the research project are
consistent with each other.Research studies evolve through a series of steps, each representing the
answer to a key question.

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts used during
primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction
towards the analysis and results.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which certain
issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken
up in the next stage of exploratory research. This stage shall help me to restrict and select only the
important question and issue, which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are :

Defining the information need

Design the exploratory, descriptive and causal research.

4
RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering:

• Determination of information research problem.

• Development of appropriate research design.
• Execution of research design.
• Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and specific
procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

 Primary Data
 Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of
original information that comes from people and includes information gathered from
surveys, focus groups, independent observations and test results. Data gathered by the researcher
in the act of conducting research. This is contrasted to secondary data, which entails the use of

4
data gathered by someone other than the researcher information that is obtained directly
from first-hand sources by means of surveys, observation or experimentation. Primary data is
basically collectedby getting questionnaire filled by the respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose. Sources
include census reports, trade publications, and subscription services. There are two types
of secondary data: internal and external secondary data. Information compiled inside or outside
the organization for some purpose other than the current investigation Researching
information, which has already been published? Market information compiled for purposes
other than the
current research effort; it can be internal data, such as existing sales-tracking information, or it
can be research conducted by someone else, such as a market research company or the U.S.
government. Secondary source of data used consists of books and websites . My proposal is to
first conduct a intensive secondary research to understand the full impact and implication of the
industry, to review and critique the industry norms and reports, on which certain issues shall
be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research.

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. The common factor
in all varieties of the questionnaire method is this reliance on verbal responses to questions,
written or oral. I found it essential to make sure the questionnaire was easy to
read and understand to all spectrums of people in the sample. It was also important as
researcher to respect the samples time and energy hence the questionnaire was designed in such
a way, that its administration would not exceed 4-5 mins. These questionnaires were personally

4
administered. The first hand information was collected by making the people fill the
questionnaires. The primary data collected by directly interacting with the people.

DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is intended.
It attempts to describe them as they are rather than as the describer would like them to be. Also
called the audience the audience to be served by our project includes key
demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of
a program.

The target population is the population I want to make conclude an ideal situation; the sampling
frames to matches the target population. A specific resource set that is the object or target
of investigation. The audience defined in age, background, ability, and preferences, among
other things, for which a given course of instruction is intended.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE :

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

• Project goals
• How you plan to analyze your data
• How variable your data are or are likely to be
• How precisely you want to measure change or trend
• The number of years over which you want to detect a trend
• How many times a year you will sample each point

4
SAMPLE SIZE

I have targeted 120 people for the purpose of the research. The target population influences the
sample size. The target population represents Ludhiana region. The people were from different
professional backgrounds. The details of our sample are explained in chapter named primary
research where the divisions are explained in demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be biased by
the interviewer’s views or probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the
interview can greatly affect their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent understanding and yield complete
answers, these advantages are offset by the problems of prestige seeking, social desirability and
courtesy biases.

Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveled and
there is no redundant data generated. The questions have to be worded carefully so that the
questions are not loaded and does not lead to a bias in the respondents mind.
The respondents selected to be interviewed were not always available and willing to co operate
also in most cases the respondents were found to not have the knowledge, opinion, attitudes or
facts required additionally uninformed response errors and response styles also led to survey
error.

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Sampling error

We have taken the sample size of 150, which cannot determine the buying behavior of the total
population. The sample has been drawn from only National Capital Region.

Research Design

Research design is a conceptual structure within which research was conducted. A research
design is the detailed blueprint used to guide a research study towards its objective. It is a series
of advanced decision taken together comprising a master plan or a model for conducting the
research in consonance with the research objectives. Research design is needed because it
facilitates the smooth sailing of the various research operations, thereby making research as
efficient as possible yielding maximum information with the minimum effort, time and money.

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4
ANALYSIS

ANALYSIS HAS BEEN DONE BY TWO METHODS

1. GRAPHICAL METHOD
2. PERCENTAGE METHOD

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Type of Business

Type of the business Manufacturer Trading Service

No. of respondents 412 81 37

Percentage 78% 15% 7%

Interpretation

From this analysis it came to know that in Ludhiana the 78% of the business is
manufacturing, 15% business is trading and 7% business is service. It means the
Ludhiana industry is a manufacturing industry.

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Location of industries

Location Ind. Focal Sunder Nagar

Area point
No. of 299 192 39
respondents
Percentage 56% 36% 8%

Interpretation

From this analysis it came to know that most of the industry of Ludhiana is
concentrated around focal point area (36%) and industrial area (56%) and the then
sunder nagar (8%).

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Type of manufacturing industry

Type of Manfg. Cycle Auto parts Hosiery & Forging Others

industry parts dyeing
No. of industries 130 83 72 51 76

Percentage 32% 20% 18% 12% 18%

Interpretation

4
From this analysis it came to know that in Ludhiana the 32% industry is cycle
industry and then followed by Auto parts industry (20%), Hosiery(18%) and rest
by others industries.

Percentage of various car companies

Preferred Brand Maruti Hyundai Honda Tata Toyota Others

No. of cars 362 126 144 109 75 115
Percentage 39% 14% 15% 12% 8% 12%

Interpretation

4
From this analysis it came to know that 39% of the domestic car market is owned
by maruti and then followed by Honda(15%) , Hyundai(14%), Tata(12%),
Toyota(8%) and others(12%).

Price wise Distribution of cars

Price range of 3-7lakhs 7-12lakhs 12-20lakhs 20-30lakhs 30+lakhs

cars
No. of cars 449 352 84 22 24

Percentage 48% 38% 9% 2% 3%

Interpretation

4
From this analysis it came to know that the cars with range 3-7lakhs holds 48% of
the market while the cars with range 7-12lakhs holds 38% of the market and rest of
the market is holed by other range of cars. Which means most of the market is hold
by 3-7lakhs and 7-12lakhs cars.

Mode of Purchase Cash Finance

No. of respondents 122 408
Percentage 23% 77%

Mode of Purchase

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Interpretation

From this analysis it came to know 77% of customer prefers to purchase cars on
finance due to various reasons. And this ratio also show the purchasing power of
the customer

Preferred Bank for Finance

Total no. of respondents-290

Preferred Bank ICICI HDFC Nationalized Any other

No. of 90 55 84 61
respondents
Percentage 31% 19% 29% 21%

4
Interpretation

From this analysis it came to know 31% of people prefer ICICI bank, 29% of
people Nationalized bank, 19% of people prefer HDFC bank and 21% of people
prefer others bank for financing the cars. Hence ICICI is the prior option chosen by
the customers to finance their cars.

4
 Conclusion

The above study shows that Ludhiana industry is manufacturing industry and most of the
industry resides in focal point and industrial area. In manufacturing industry cycle industry, auto
parts industry and hosiery industry are major industries. And among car companies maruti holds
the major part of the market followed by Hyundai, Honda, Tata and then other companies. And
most number of cars hold by customers are in the range 3-7lakhs (35%) and then 7-12lakhs
range. Most of the customers (77%) prefer to purchase cars on finance. Most customers change
their cars after 3-4 year interval. As this result may not be suitable to all the regions of the
country because of the culture, standard of living and volume of the market. The research
concludes that Volkswagen have great opportunity to penetrate in the market.

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LIMITATIONS OF THE RESEARCH PROJECT

The research study suffers from following limitations:

 The Ludhiana market was too vast and it was not possible to cover each and every
customer in the available short span of time.

 Generally, the respondents were busy in their work and were not interested in
responding.

 Respondents were reluctant to disclose complete and correct information about

themselves and their organization..

 Most respondents were reluctant to provide exact information as in why they preferred
particular company’s car.

 The research was conducted in present prevailing conditions. There can be some
fluctuations in the market, which can offset the findings.

 The project is carried out for the period of 45 days only.

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 Measurement of customer satisfaction is complex subjects, which uses non-objectives
method, which is not reliable.

 The sample unit was also 120 respondents

Recommendation

• Volkswagen should increase their service stations.

• Facilities regarding after sales services should be increase.

• People were not aware about VW brand, there should be more brand awareness in the
market.

• They should increase advertisement activities.

• People didn’t recognize difference between prestige motors & Prestige Honda, that
should be rectified.

• They should promote more road shows in the respective areas.

• The company should promote about the entire feature offered by it.

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4
 QUESTIONNAIRE FOR THE CUSTOMER
PROFILE MAPPING

Name ………………………….

Q1: What is your age?

(a) 20-30 (b) 30-40 (c) 40-50 (d) 50+

Q2: Are you a:

(a) Main earning member (b) Other earning member

Q3: What is your occupation?

(a) Businessman (b) Salaried (c) Self Employed

If Businessman

(a) Company Name :

(b) Designation :
(c) Address:

Q4: What type of business are you doing?

(a) Manufacturing (b) Trading (c) Service Industry

If Manufacturing:

(a) Cycle parts (b) Auto parts (c) Hosiery/Dying (d) Forging

(e) Any other (specify)………….

Q5: How many various others units do you have?

Place 1…………………………………………………………………………
Place 2…………………………………………………………………………
Place 3…………………………………………………………………………
Place 4…………………………………………………………………………

Q6: What is your monthly household income?

(a) Below 50,000 (b) 50,000-1, 00,000 (c) 1, 00,000-1,50,000

(d) Above 50, 00,000

Q7: Number of cars currently owned 4

Year of Purchase Make Model
 BIBLIOGRAPHY

1. Research methodology – C.R. kothari.

WEBSITES:-

http:// www.volkswagen.co.in

http:// www.prestigemotors.co.in

http:// www.automobile.com

http:// www.google.com

Magazines

Autocar

OverDrive

Staff of Prestige Motors