SYNOPSIS

SALES STRATEGY OF MAHINDRA TWO WHEELER
[SALES STUDY OF
M&M
TWO
WHEELER ]
[ SYNOPSIS]
RAGINI DHORE
Raisoni College Of Management
Page 1
Amravati University

PROJECT REPORT
ON
A STUDY OF SALES COMMERCIAL TECHNIQUES ADOPTED BY MAHINDRA TWO
WHEELERS IN AMRAVATI CITY
IN GADRE MOTORS, AMRAVATI
TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF

BUSINESS ADMINISTRATION
AS PER
UNIVERSITY OF AMRAVATI
SUBMITED BY
RAGINI DATTATRAYA DHORE
MARKETING
(2014-2015)
SUBMITED TO
G H RAISONI INSTITUTE OF MANAGAEMENT STUDIES,
ANJANGAON BARI , AMRAVATI.
S.G.B.A UNIVERSITY
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Amravati University

CERTIFICATE
This is to certify that the project entitled A STUDY OF SALES COMMERCIAL

TECHNIQUES ADOPTED BY MAHINDRA TWO WHEELERS
IN AMRAVATI CITY is successfully
Completed by Ragini Dattatraya Dhore during the second year of her course, in partial
Fulfillment of the Master of Business Administration, under the University Of Amravati,
through
G.H. RAISONI INSTITUTE OF MANAGEMENT STUDIES,
AMRAVATI.
Date:
Signature
Place: Amravati
Professor Name: Mr. Akshay Umbarkar
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Amravati University

ACKNOWLEDGEMENT
I am grateful to Sir Mr. Gopal Turankar Sales manager , Director Of Gadre Motors
Mr. Sunil Gadre, who has provide facility to make this project successful one. I
express my sincere gratitude to my Guide sir. Akshay umbarkar and team of
Gadre Motors Amravati. For their valuable guidance as and when I required,
moral support, their persistent encouragement during project work and of
course,
for
giving
freedom
during
our
project
work
by
which
enthusiastically completed it within stipulated time.

I would like to thank all staff member of Gadre Motors, and G H Raisoni
Institute of Management, Amravati
whose good wishes are behind the
success of this project. As extending my words I am thankful to my family

and friends who have helped and supported me to make this project a
success
RAGINI DHORE
(MBA)
G H RAISONI, AMRAVATI
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Amravati University
DECLARATION
I hereby declare that the project entitle A STUDY OF SALES COMMERCIAL

TECHNIQUES
ADOPTED BY MAHINDRA TWO WHEELERS IN AMRAVATI CITY carried out of IN
GADRE MOTORS, AMRAVATI is my work submitted in Partial fulfillment of the
Requirement. For Degree of SANT GADGE BABA AMRAVATI UNIVERSITY from
G H RAISONI INSTITUTE OF MANAGEMENT STUDIES, AMRAVATI
submitted for the award of MBA degree,
.
Date:
Place: Amravati
Signature
Professor Name: Mr. Akshay Umbarkar
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Amravati University
CONTENTS
Title
Page No.
EXECUTIVE SUMMARY
2-4
CHAPTER
5-23
I: -
Profile
Overview of the Mahindra Company.

Profile of Mahindra Company.
Profile of Gadre tractors.
CHAPTER
II: -
Theoretical Framework
24-36
Advertising strategies.
Sales promotion tools.
Sales trends.
Models of the Mahindra two wheelers.
CHAPTER III: -
Data analysis
37-53
Data interpretation & analysis.

CHAPTER
IV: -
Findings, Suggestions & conclusion
54-57
Annexure
Bibliography
QUESTIONNAIRE
58-63
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Introduction:A success of the firm largely depends upon how effectively it

serves the existing and prospective customers. Because it is only the sales which
bring revenue to the firm the management of the firm can be efficient when there
will be proper planning and control the present and future actions of the firm.
In the present competitive scenario it is very essential to predict the needs
of the customers in hand and see to it that no stone is left unturned. Customer
satisfaction is the main things, which contribute to expansion and progress in any
business. Study of customers attitude towards the product in hand is also one of
the main things which contribute to the decision whether the path selected to
progress and create healthy business relationship
Need for the Study:This study is an attempt to recognize which type of sales and
marketing strategies adopted by the company. How they brought their product into
the market. And how they increased their costumer attitudes, customer preference,
sales & brand awareness in their region
Objectives of the study:1)
2)
3)
4)
5)
To know the sales Strategies of Mahindra two wheelers adopted by the

Corporation around the Amravati
To known the awareness of brand around the Amravati.
To known the customer response towards the Mahindra two wheelers.
To known the problems faced by the customer.
To know the preference of customers regarding Mahindra two wheeler in
Amravati.
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Amravati University
Research methodology:The data and information needed for the study has been
are questionnaire, personal interviews with the customer of the Mahindra two
wheelers collected from both primary and secondary sources. The primary sources
used for collection of Information from the users of two wheelers and official
interviews in the corporation. In addition to this the information is also collected
from secondary source through the internet.
Research design:In the study on attempt is made to evaluate the preface of the
companys approach the sales persons about their marketing strategies like
advertisement, sales promotion tools etc. these are making to create a awareness
of brand in their region of sales.
I. Data collection:For this study the primary and the secondary data were collected
from conducting survey on that region. The following shows how I collected the
primary as well as secondary data.
A. Primary data:The primary data was obtained through market survey, by
personal interview and questionnaire method at Amravati region.
B. Secondary data:The secondary data is collected from the company as well as
through some websites (www.mahindra.com)
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Findings of the study: According to survey, it was clear that the availability of spare parts was very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases two
wheelers by wall painting, and 4% .among 54 % of the respondents were
purchased from others. The 02 & 03 respondents by T.V. Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in an income
group of Rs. 71000 to Rs. 100000 and 12% which are respondents are in an
income level of Rs. 41000 to Rs.71000.
Out of 50 respondents it was found that 30 respondents are influenced by
company showroom during purchase, company sales man and rest of others by
advertising friends/ relatives, etc influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the vehicle
performance.
Suggestions: M&M Company needs additional sales promotional activities like organizing
exhibitions, fairs issuing catalogues and broaches, display and demonstration,
contests etc.
Company should give advertisement in magazines and news papers to make them
aware and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of
festivals
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Amravati University
Conclusion:After doing my in-plant project in Mahindra two wheeler. I come to

know that how marketing strategies help to boost the sales, how and when they
applied and executed.
Limitation of the study:1. The study was restricted to the surrounding areas of the Amravati only. Therefore
the result of the study cannot be generalized to other parts of the country.
2. Due to time constraints, the extensive research could not be undertaken. Therefore
the sample size was restricted to 50 customers only.
3. Analysis of data collected from questionnaire was done on the assumption. It is a
relevant data.
4. Preferences & response of the customers would change over a period of time.
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Chapter-I
Company profile
Overview of the Mahindra Company.

Profile of the Mahindra Company.
Profile of Gadre tractors.
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Company profile
I.
HISTORY OF THE COMPANY:Mahindra and Mahindra Limited is the flagship company of the Mahindra group,
which has been a significant presence in key sectors of the Indian economy. A consistently high
performance, M&M has been ranked among the top private sector companies in the country for
several years.
Mahindra brothers (R.K. Mahindra & S.K Mahindra) make
general purpose utility vehicles for Indian market started the company way
back in 1945, It was setup at Nasik. The first four wheeler of their company
was Willys Jeep with petrol version engine. This engine was manufactured at
France.
But after 1965 they started to produce their own engines DI & DP.
DI--------->Direct Injection--------->Which can be started without battery.
DP--------->Diesel Peugeot
M&M soon branched out into manufacturing agricultural tractors and light
commercial vehicles; the company later expended its operation from automobile and tractors to
secure a significant presence in many more important sectors.
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Two plants were set up at Khandiveli and Zahirabad
Khandiveli and Nasik plant used to manufacture feeds, utility vehicles and
engines.
At Zahirabad plant LCVS (Light Commercial Vehicles) were
manufactured. FJ mini bus and goods vehicle with capacity of 2.5 ton and 4
tons were manufactured at this plant. This was the first diversification of M&M
from jeeps to LCVS.
They soon diversified towards Mahindra tractors. It was

tilejiont venture with International Harvester Company, USA. An organizational
restricting exercise in 1994 arising from a business process re-engineering
program resulted in core activities of manufacturing utility and light
commercial vehicle and agricultural tractors remaining with the Flagship
Company
All other activities spun off into separate entities and
organized under business groups, each headed by a president. These groups
are in the areas of hospitability, trade and financial services, automatic
components,
information
technology,
telecom
and
infrastructure
development.
They have diversified into financial service; Kotak
Mahindra was the collaboration with Kotak.
It was started 5 years back &
another by name MMFSL (Mahindra &Mahindra Financial Services Ltd.) were

formed in order to serve public to purchase four wheelers through installments
and financial schemes.
Today M&M has two main operating divisions:-
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The
automotive
division
manufactures
utility
and
light
commercial vehicles. The farm equipment division makes agricultural tractors

and other farm equipments.
M&M employees more than 25000 peoples and has 6 states of an art
manufacturing facilities spread over 500000 sq. meters, it has over 30 sales
offices supported by a network of over 500 dealers, 500 authorized service
points and 600 stock points across the country, this network is connected to
companys plants by an extensive IT infrastructure.
M&M outstanding manufacturing and engineering skills allow it to
constantly innovate and new products for the Indian market.
Proof of this
expertise is the launch of Bolero, a new generation utility vehicle and tile
Arjun, a sophisticated agricultural tractor.
The companys commitment to technology-driven innovation is reflected
in the setting up of the Mahindra research valley, a 100 acre facility that will
house, less than one roof, the companys engineering research and product
development wings.
The M&M philosophy of growth is centered on a belief in people. As a
result the company has put in place initiatives that seek to reward and retain
the best talent in the industry. M&M are also known for its progressive labor
management practices.
In the community development sphere, the company has implemented
several programs that have benefited the people and institutions will its areas
of measurements
Overview of the Mahindra company:The US $6.7 billion Mahindra

Group is among the top 10 industrial houses in India. Mahindra is the market
leader in multi-utility vehicles in India It made a milestone entry into the
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passenger car segment with the Logan. Mahindra & Mahindra is the only
Indian company among the top tractor brands in the world.
The Group has a leading presence in key sectors of the Indian economy,
including the financial services, trade, retail and logistics, automotive
components,
after-market,
information
technology
and
infrastructure
development. Mahindra has recently made an entry in the two-wheeler

segment which will see the company emerge as a full-range player with a
presence in almost every segment of the automobile industry.
Mahindra's Farm Equipment Sector is the proud recipient of the Japan
Quality Medal, the only tractor company worldwide to be bestowed this honor.
It also holds the distinction of being the only tractor company worldwide to
win the Deming Prize. The US based Reputation Institute recently ranked
Mahindra among the top 10 Indian companies in its Global 200: The World's
Best Corporate Reputations list.
Mahindra is also one of the few Indian companies to receive an A+ GRI
checked rating for its first Sustainability Report for the year 2010-11.
Ranks & ratings of Mahindra company In:2003
Auto Sector was the proud recipient of the prestigious National Award for R&D 2003 in
recognition of its pioneering R&D efforts, which culminated in the indigenously engineered and
highly successful vehicle, the Scorpio.

M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm in
the world to receive the award
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M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm in
the world to receive the award.
2004
Automotive Divisions International Operations received the regional highest exports trophy 200001 from the Engineering Exports Promotion Council.
2005
Mahindra & Mahindra received the highest Governance & Value Creation rating CRISIL GVC
Level I from CRISIL ratings for its ability to create value for all its stakeholders while adopting
sound corporate governance practices.

Mahindra & Mahindra has been rated as the leading Indian company in the Automobile - Tractors
sector for the Dun & Bradstreet American Express Corporate Awards 2006. The Automobile
Sector comprises of three categories Passenger Vehicles, Commercial Vehicles and Tractors.
Mahindra Life spaces were named Indias fastest growing construction company by Construction
World-National Institute of Construction Management & Research (NICMAR) study.

Auto Sector received Commendation for Significant Achievement in Human Resource from CII
(WR).
M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information Security
Management System.
M&Ms Auto Sector awarded the 2nd prize for Excellence in Supply Chain Management,
organized by S.P. Jain Institute of Management & Research, Mumbai.
2006
Forbes has ranked the Mahindra Group in its Top 200 list of the Worlds Most Reputable
Companies and in the Top 10 list of Most Reputable Indian companies

Mahindra United adjudged among the top clubs in the world
M&M wins Overdrive Car Maker of the Year Award
2007
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The Logan ranks first in the J.D Power Asia Pacific 2007 India Initial Quality StudySM (IQS) in
the Entry Mid-size segment with a score of 65 PP10O. Released in December 2007, this study
serves as the industry benchmark for new-vehicle quality measured at two to six months of
ownership. Overall quality performance is based on both design quality and production quality
problems per 100 vehicles (PP100).

Mahindra Logan Diesel ranks first in the TNS Automotive TCS Study in the segment- Midxsize
Diesel with exceptional score of 96 as per a study released in December 2007.

Scorpio ranks first in the TNS Automotive TCS Study in the MPV/SUV segment with a segment
leading score of 91 (joint first with Innova) as per a study released in December 2007.
Mr. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the
publication 'Mint' dated August 28, 2007. The Mint Influencers Index is a monthly, objective
measure that tracks 20 high-profile Indian business and policy leaders across the print media.
Mr. Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in Business
Weeks edition dated August 13, 2007. It goes on to say ".the dapper Harvard Business Schooleducated Mahindra has positioned his company to compete with India's other automakers, such as
Tatas thanks to a new venture with Nissan and Renault to make the Logan."
Mahindra & Mahindra is ranked 37th in the B & E Power 100 while it ranks 4th in the Transport
Equipment Sector as per the Business & Economy magazine issue dated 28 June 2007. Net profits
II.
have been taken as the parameter for these exclusive 100 most profitable companies of India list.
IMRB International ranks Scorpio as an Olympic brand. Only 4 wheeler brand to reach this
position in the UV segment in India

Mahindra & Mahindra was ranked second in the prestigious Most Trusted Car Company in India
in a study conducted by TNS.

Mahindra was ranked 22nd in Business India's annual survey of the country top companies - Super
100
Mahindra was ranked 31st in Business Today's annual survey of India's most valuable companies.
Profile of the Mahindra company:-
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Mr. Mahindra is the co-founder of the Harvard Business School Association of India, an
association dedicated to the promotion of professional management in India. The association has
grown substantially over the years.
He is Past President 2003-04 of the Confederation of Indian Industry and has also been
President of the Automotive Research Association of India (ARAI).
Mr. Mahindra is a Director of the National Stock Exchange of India Limited appointed under
the "Public Representatives" category. He takes a keen interest in matters related to education and
apart from being a Trustee of the K.C. Mahindra Education Trust, which provides scholarships to
students; he is also on the Board of Governors of the Mahindra United World College of India.
Mr. Mahindra is the Founder Chairman of the Mumbai Festival, which was launched in
January 2005. The event was the first comprehensive festival to celebrate the rich cultural diversity
of the city. He is the Co-Chairman of the International Council of the Asia Society, New York and
Co-President of The Euro India Centre.
Mr. Mahindra is a Member of the following organizations:1.

2.
3.
4.
5.
6.
7.
8.
Harvard Business School - Asia-Pacific Advisory Board.

Harvard Business School - Member of the Board of Dean's Advisors.
Harvard University Asia Centre - Advisory Committee.
Harvard Business School - Advisory Council of the Initiative on Corporate Governance.
Harvard Business School India Research Centre Society - Founder Member.
Asia Business Council.
International Enterprise Singapore - 2nd India Advisory Panel.
Microsoft India - Advisory Board.
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9. National Sports Development Fund (NSDF), Government of India - Council and Executive
Committee.
10. The Nehru Centre, Mumbai - Executive Committee.
11. National Council of Applied Economic Research.
National Institute of Bank Management, Pune - Governing Board
BOARD OF DIRECTORS
The Group Management Board comprises the Vice Chairman & Managing
Director, Presidents of the Business Sectors as well as heads of certain key corporate
functions. The Board provides strategic direction and enterprise leadership, facilitates
synergistic and symbiotic relationships and creates a shared vision and value-system, across
the various Business Units and Companies that make up the Mahindra Group. The
membership of the Group Management Board is as follows:
Anand G. Mahindra
Vice Chairman & Managing Director
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Bharat Doshi
Executive Director & Group Chief Financial Officer (Group CFO)
A.K Nanda
Executive Director
Mr. Anjanikumar Choudhari

President - Farm Equipment Sector and Member of the Group
Management Board
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Rajeev Dubey
President (HR, After-Market & Corporate Services) Board &
Member of the Group Management Board
Dr. Pawan Goenka

President (Automotive Sector) and Member of the Group
Management Board
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Hemant Luthra
President Systech Sector and Member of the Group Management
Board
Mr. Raghu Murti

President - Trade, Retail and Logistics Sector and Member of The
Group Management Board
Mr. Uday Phadke

President - Finance, Legal and Financial Services Sector and
Member of the Group Management Board
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Mr. Ulhas N. Yargop

President - ITS Sector and Member of the Group Management
Board
III.
DEALERS PROFILE:-
Shri Gadre tractor

Managing Director:
Mr. Sunil Gadre
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Departments
Sales Section, Service Section & Spare Parts

Section
Office staff-Sales Section
Mr. D.L.Sumbhate (Accountant).

Mr. Gopal Turankar (Sales Manager)
Miss. Bhageshree & Miss. Arpita Rathi (MSS
Co-ordinate & Computer Operator)
Mr. Vivek Thakre (Salesman)
Sales Man
Service Section :
Vivek Thakre, Nikhil Dahake.

Mr. Arun kumar (Works Manager)
Mr. Maheboob (FLA & Installer)
Miss. Veena (Service CRO)
Mechanics
Mr. Rahul (Head mechanic)

Mr. Vivek
Spares Section : Miss. Sonali, Mr. D.L. Sumbhate

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(Cashier & Supervisor)
Mr. Piyush Vidhvansa (Helper)
Strength of the Showroom:
Experienced salesmans with market knowledge
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Well furnished office with different departments
Large spare section with different all type of Mahindra spare parts
Quality service for customer satisfaction
Qualified employees and skilled technicians
They were authorized to sell class parts
Separate workshop with skilled workers with several equipments and different types lathes
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O rg a n i s a ti o n S tru c tu re o f M /s S h ri B a s a v a M o to rs
M a n a g i n g D i r e c to r' s
F in a n c e M a n a g e r
S a le s
C a s h ie r
S a le s M a n a g e r
S e rv i c e
T y p is t
C a s h ie r
S a le s M a n
T e l e M a rk e te r
S e rv i c e M a n a g e r
FLA
CRO
S u p e rv i s o r
In s ta l e r
O th e r W o rk e r
T y p is t
M e c h a n ic s
H e lp e r
L a th e O p e ra to r
W a te r S e rv i c e
Organization Structure of
Amravati
M&M Two wheeler
in GADRE
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H e lp e r
Financial Institutions Providing Credit Facility in Purchasing Mahindra

two wheelers.
Indus an bank
Mahindra Finance Ltd.
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HDFC
Family credit
Hinduja Leyland
Shriram finance
Berar Finance
Other Banks
Dealing Procedure of M/s Gadre tractors:

SHOWROOM SALES
: WHERE CUSTOMERS APPROACH SALES
MANAGER/SHOW ROOM
Sales-mans approach: Where customers make direct contact/

Approach to city, village customers
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Through Marketing : Where dealer has to compute with

Competitors with different promotional
Activities like advertisement demonstration,
Display, road show and test drive.
To increase the sales Managing Director (MD) has appointed separate sales force to
meet the challenge of competition. This force has spread all over the area of Amravati, which make
direct
Contact with the customer, which resulted the greater sales of Mahindra two wheelers.
SALES TRENDS
PERIOD
QUANTITY
(IN TRACTORS)
2012-2013
656
2013-2014
716
20014-2015 (1
06
month)
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TOTAL
1378
800
656
716
700
600
500
400
2012-2013
2013-2014
2014-2015
300
200
100
0
QUANTITY
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Chapter II
Theoretical Framework
Advertising Strategies
Sales promotion tools
Sales trends
Models of Mahindra two wheeler
Sales & Marketing strategy, Sales Promotion & Selling Process carried out by
Mahindra two wheeler Motors:Before going to promotion strategy the company must take decisions on the
total promotion budget and choice of the promotional tools to be used one of the most difficult
marketing decisions facing companies is to work out on how much to spend on promotion.
ADVERTISEMENT TOOLS: Banners and Posters.

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Printing and calendars.
Catalogue advertising.
Window display.
Pamphlets advertising.
Construction of circles.
Gift bags/ carry bags.
Anniversary functions.
News Papers.
Wall Paintings
SALES PROMOTION: Good communication system and customer relations service.

Gifts to loyal customers.
Offering gift with the product (LIVE).
Participation in marketing fair in Amravati.
Free service coupon warranty.
Fuel check up camp.
SELLING PROCESS:The selling process is an important aspect of ever organization. Sales operations carried by
Mahindra two wheelers.
Telephonic Enquiry.
Walk in customer.
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Sales experience.
Showroom demonstration.
Test drive.
Vehicle delivery.
Mahindra two wheelers Models:Mahindra Duro DZ
Mahindra Duro DZ
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Start System: - Self & Kick Start

Wheel Base Value: - 1290 mm
Tyre Size Value: - Front -3.50 x 10 mm
Wheel Type Value: - Cast
Mahindra Gusto:Raisoni College Of Management
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Tyre Size Value: - Front 90/90 -12,
Engine: - 109.6cc, 4- stroke
Fuel Tank: - 6 Liter
Kick Type: - front Kick
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Mahindra Flyte:-
Start System: - Self Start/ Kick Start

Tyre Size Value: - Front 3.5 x
Mahindra Centuro (Rockstar)

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Start System: - Electric Start/ Kick Start

Tyre Size Value: - Front 2.75 x 18, Back 3.0 x 18
Engine: - 106.7cc MCi-5 engine
Kamal power: - 8.5PS@7500rpm
Kick Type: - Back Kick
Mahindra Radeo RZ
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Tyre Size Value: - Front 90/90 -12,
Engine: - 109.6cc, 4- stroke
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CHAPTER III
Data analysis
Data interpretation & analysis.
Evaluation of the Study:Raisoni College Of Management
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A detailed analysis of the study is necessary and is to be considered in order to

compare the actual theory with that practical the variants of which may form the basis for
improvements. Keeping this point in view and to fulfill the Evaluation variants of which may
form the basis for objectives of the studies an attempt has been made to segment the various
respondents on the basis of some aspects collected from them through questionnaire. There are
depicted through tables and graphs.
The copy of questionnaire administered is enclosed and the sample size was 50 respondents
are enclosed at the end of this project. All the calculations and numerical interpretations are for
100%.
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Data Analysis and Interpretation:
Table-1
Awareness level in compression of others Brands
Particular
Mahindr TV
Hond Hero Baja Suzu
No. of
responde
nts
10
15
20
30%
16%
ki
10
02
05
20%
04% 10%
Brand awareness of above table

20
Total
50
100
%
15
No. of respopondents
10
5
0
Mahindra
TVS
Honda
Hero
Brands
Percentag
e
Interpretation:
Source: - Field survey data
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Bajaj
suzuki

The above table shows that among 50 respondents 60% of them are in the
group of Mahindra, 06% of them are in group of TVS, 10% are in the group of Honda, 04% of
them are in the group of Hero, 04% of them Bajaj and suzuki is 16%. Therefore we come to know
that most of people are aware of Mahindra two wheelers.
Table-2
Profession of Respondents:
Particulars
Students
No.
of Percentage
Respondents
26
52%
Business
08
16%
Others
16
32%
Total
50
100%
Graphical representation of the above table

30
25
20
15
10
5
0
students
Business
Others
Professions
Interpretat
ion:
Source:- Field survey data
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The field survey clearly in dictatres that the profession of the customer lies an important role on the
purchase of two wheelers. The above table shows that out of 50 respondents, 52% are from as
Students, 16% are from business purpose and 32% respondents are from other purpose. As from
table many respondent purchased this two wheelers for their related purpose.
Table-3:-
Respondents Incomes
Incomes
No. of respondents Percentage
Below 40000
08
16%
41000-70000
06
12%
7100027
54%
101000
and
09
18%
100000
50
100%
above
Respondents Income
30
Interpretation: 25
20
15 data
Source:
- Field survey
No. of respondents
10
5
0 income is also an important parameter in purchasing the two
The study clearly states that the
Below 40000 41000-70000 71000-100000
101000 and above
wheelers. It was noticed that among
27 respondents 54% are in the income
group of rupees
Income
71000 to 100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income
group
Table-4:- Classification of respondents according to two wheelers

Influencing in buying the two wheelers
Particulars
No.
Company
showroom
respondents
30
of Percentage
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60%
Amravati University

Advertiseme
04
08%
nt
Colleagues
04
08%
Friends
06
12%
Self
04
08%
Relatives
02
04%
50
100%

100
90
80
70
60
50
40
30
20
10
0
Interpretation:
Source:-Field survey data
It was found that among 50 respondents 60% of them were in group of company showroom, 8%
of them each were in group of colleagues & advertisement, rest of them were friends, self and relatives.
Most of the people are buying the tractors in the showroom.
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Amravati University
Table-5:-
Mode of purchase
Particular No.
s
of Percentage
respondents
Cash
15
30%
Credit
35
70%
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Amravati University

50
100%
No. of respondents
35
30
25
20
15
10
5
0
1
2
Mode of purchase
Total
Interpretation:
Source: Field survey data
It was found that among 50 respondents 70% of them were in the group of
credit. All most of all customers are buying the tractors on the basis. And 30% of them were in
the group of cash.
Table-6:Particulars
Mahindra
finance
SBH
SBI
TGB
Others
Source of credit purchase

No.
19
respondents
09
04
05
13
of Percentage
38%
18%
08%
10%
26%
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Amravati University

50
100%

Interpretation:
Source: - Field survey data
5
13
It is clear that among 50 respondents 38% of them are in the group of

Mahindra finance
SBH
SBI
TGB
Others
Mahindra finance, 18%9 of them are in the group of SBH, 08% of them are group
of SBI, 10% if them are in the group of TGB and 26% of them are others.
19
Table-7:-
Satisfaction with the financier
Particulars
Fully satisfied
Partially
Dissatisfied
satisfied
No.
28
respondents
13
09
50
of Percentage
56%
26%
18%
100%
Interpretation:
30
Source: - Field survey
data
25
The20
above table explain that among 50 respondents 56% of them are in the
No. of respondents 15
group
of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the group
10
of dissatisfied. Highest percentage
of consumer is satisfied with the financiers providing the
company.
5
0
Fully satisfied
Partially satisfied
Dissatisfied
Satisfaction
Table-8:Raisoni College Of Management
Sources of Awareness
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Amravati University

Particulars
No.
of Percentage
T.V.Adds
respondents
02
04%
Wall
18
36%
painting
Magazines
03
06%
Others
27
54%
50
100%
Sources of awareness
T.V.Adds ; 4%
Interpretation:
wall painting; 36%
Others; 54%
Source: Field survey
data
Magazines;
The field survey clearly
shows 6%
that among 50 respondents, 54% of them are
in the group of others, 36% of them are in group of wall painting, 06% of them are in the group
of magazines, 04% of them are in the group of T.V.Adds.
Table-9
Particulars
Excellent
Vehicle Performance
No.
respondents
26
of Percentage
52%
Good
08
16%
Average
12
24%
Poor
04
08%
Total
50
100%
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Amravati University

Vehicle Performance
30
25
20
No. of respondents
15
10
5
0
Excellent
Good
Average
Poor
Performance
Interpretation:
It was noticed that among 50 respondents, 52% of them are in the group
of excellent and 16% of them are in the group of good, 24% of them are in the group of average,
and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle
performance.
Table-10
Particulars
Company
showroom
Friends
Relatives
Others
Purchase of present vehicle

No.
respondents
38
08
02
02
50
Purchase of present vehicle
Relatives

Friends
of Percentage
76%
16%
04%
04%
100%
Others
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Amravati University

Interpretation:
From the field survey it was explained that among 50 respondents 76% of
them are in the group of showroom, 16% of them are in the group of friends and rest of the
members are in the group of relatives and others. Most of the consumers are purchased the
present vehicle in the showroom
Table-11
Particular Belo
s
w
1
year
No. of
15
responde
30
The life of the two wheelers

Since
1
year
Since 2 Above 2 Total

year
years
18
07
10
50
36
14
20
100
The life of the tractors
20
18
16
14
Interpretation:
12
Source: Field survey
data
10
No. of re sponde nts
8
The above
table shows that 50 respondents, 36% of them are in the group of
6
4 in the group of above 2 year and 14% of them are in the group of
below 1 year, 20% of them are
2
since 2 year. Most of the consumers are using the vehicle since 1 year.
0
Below 1 year
Since 1 year
Since 2 year Above 2 year
Life
Table-12
After sales and service
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Amravati University

Particulars
Excellent
Good
Average
Poor
No.
30
respondents
08
06
06
50
of Percentage
60%
16%
12%
12%
100%
Interpretation:
35
70%
30
60%
Source: Field survey25data

20
50%
40%
No. of respondentsIt was

Percentage
of respondents
of them are
in the group of
15 noticed that 50 respondents,
30% 60%
10of good, 12% of them 20%
excellent, 16% are in the group
are in the group of average and 12% of
10%with the after sales and services.
them in the group of poor. Most5 of the peoples are satisfied
0
0%
Excellent
GoodAveragePoor
Table-13
Suggest
the
vehicle
to others
satisfaction
after
sales
and services
Particulars
No.
of Percentage
Yes
respondents
36
72%
No
14
28%
50
100%
Suggest the vehicle to others

3600%
Interpretation:
40
35
30
1400%
25
No. of respondents
20
15
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52
Amravati University
1
5
0
72% 28%
No
Yes
2
Suggesation

It can be seen that from the above table, among 50 respondents, 72%of
them are in the group of YES and 28% of them are in the group of NO due to this we can tell the
most of the consumers will suggest others to buy the Mahindra tractors
Table-14
Satisfaction of the consumers with the
Mileage of Mahindra
Two wheelers
Particulars
No.
respondents
Very satisfied
16
of Percentage
32%
Satisfied
31
62%
Dissatisfied
03
06%
50
100%
Satisfaction of the customers with the mileage of the Mahindra two wheelers
Interpretation:
35
30
Source: - Field survey

data
25
No. of respondents
20
From the above table it is clear that most of the customers are satisfied
15
with the fuel consumption.10 But still the company should struggle a lot to satisfy the customer very
much in this regard.
5
0
Very satisfied
Satisfied
Dissatisfied
Range of mileage satisfaction
Table-15 Response and behavior of the firm staf

with respect of
Sales and services
Particulars
No.
Informative
respondents
11
of Percentage
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53
22%
Amravati University

Co-operative
21
42%
Communicati
12
24%
on
Convincing
06
12%
50
100%
Response and behaviour of the firm staff with respect of sales and services
25
Interpretation:
21
20

15
No. of respondents
12
From11
the above table it is clear that they are co-operative 42% as
10
followed by communications 24%, information 22%, and convincing as 12%.
5
0
Informative
Co-operative Communication
Convincing
Informative
Chapter-IV
Finding
Suggestion
Conclusion
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Amravati University
Findings of the study:-
The following is derived from the data evaluated and analyzed by survey:
According to the survey it was found that Mahindra two wheelers have a
brand loyalty, because of its advanced features.
Among 50 respondents it was found that 52%, which is of 26 respondents,
was aware of Mahindra two wheelers and like to purchase Mahindra vehicle
only because of its good performance.
Out of 50 respondents it was found that 62% which of 31 respondents
purchase tractors for needs purpose, 14% respondents for business and
24% respondents for other purpose.
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Amravati University

According to survey, it was clear that the availability of spare parts was very
easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents
purchases two wheelers by wall painting, and 4% .among 54 % of the
respondents were purchased from others. The 02 & 03 respondents by T.V.
Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in an
income group of Rs. 71000 to Rs. 100000 and 12% which are respondents
are in an income level of Rs. 41000 to Rs.71000 & below it also.
Out of 50 respondents it was found that 30 respondents are influenced by
company showroom during purchase, company sales man and rest of others
by advertising friends/ relatives, etc influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the
vehicle performance.
Among 50 respondents 35 are like to purchase vehicle through credit mode
and 15 respondents by cash.
Among 50 respondents, 17 are fully satisfied with the dealers services and
9 are satisfied and 9 respondents were not too much satisfied.
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Amravati University

Cost incurred in maintenance of M&M two wheelers is reasonable and easily
affordable.
Compared to the other brand of two wheelers available in Indian market,
study reveals. That M&M two wheelers have a longer life.
M&M two wheelers are more economical in the matter of fuel consumption.
Dealers sales strategies and sales promotion is good.
Suggestions:Raisoni College Of Management
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Amravati University

During the survey the regular customers of Mahindra two wheelers come out with organizing
information and suggestions some of them are listed below:
M&M Company needs additional sales promotional activities like organizing exhibitions, fairs
issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware and to
attract customers
Dealer should attract customers by giving special reduction in prices at the time of festivals
Mahindra two wheelers are restricted only to red color, company need to change especially
metallic color.
Dealer/sales manager requires conducting meetings conventions and conferences, and training
their sales force by providing sales target, bonus and other incentives.
Dealer should personally take care of customers share of in small number of customers are not
satisfied by the response given by the service personnel at the time general check up.
A smaller seat should be provided for better driving comfort and reduction of strain and safety
seat belt.
Increase in pulling power should be induced to ensure greater working efficiency.
Sales service and after sales service should increase to the excellent level which will add to the
companys brand image.
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Amravati University
ANNEXURE
Bibliography
Questionnaire
Page
59
Amravati University
Bibliography
Marketing Management
Philip Kotler
Marketing Management
Pillai and Bhagvathi
MAGAZINE
AUTO INDIA
Website
(www.mahendra.com)
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Amravati University
Questionnaire
Dear Sir / Madam,

I would be thankful if you can spend a couple of minutes to fill this questionnaire the information is
for academic purpose and will be kept confidential.
1. Name
2. Age
3. Educational Status
4. Address
5. Occupation
: a) student
6. Annual Income
[]
b) employee
a) Below 40000
[]
b) 41000-80000
[]
c) 81000-110000
[]
d) 111000 and above
[]
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61
[]
c) others
Amravati University
[]

7. Is this your first bike?
a) Yes
[]
b) No [ ]
8. Which mode you want to buy:

a) Cash
[]
b) Bank Loan
[]
c) Credit
[]
d) Finance
[]
9. What factor influenced you to buy this bike?

a) Friend
[]
b) Advertising [ ]
c) Relatives
[]
d) Company goodwill [ ]
e) Self
[]
e) Others
[]
10. Motivating factor:

a) Price
[]
b) Model
[]
c) Quality
[]
d) Good Service
[]
e) Brand
[]
11. How did you come to know?

a) Pamphlets
[]
b) TV Adds
c) Wall Painting
[]
d) Magazines [ ]
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[]
Amravati University
12. Purpose of purchasing bike:

a) Comfort
[]
c) Other purposes
[]
b) Business
[]
13. If you purchase on credit basis, then which of these below

Financial institutions
a) SBH
[]
b) ICICI
[]
c) SBI
[]
d) TBG
[]
e) Mahindra finance
[]
f) others
[]
14. Ownership
a) Single
[]
b) Duel
[]
15. Have you come across any problem in this bike?

a) Yes
[]
b) No
[]
16) Are you satisfied with your financier?

a) Yes
[]
b) No
[]
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Amravati University
17. Are you satisfied with the after sales and services?
a) Excellent
[]
b) Good
[]
c) Average
[]
d) Poor
[]
18. Are you aware of different bike brands?

a) TVS
[]
b) HERO
[]
c) BAJAJ
[]
d) HONDA
[]
19. Sources of awareness:

a) News Papers
[]
b) Magazines [ ]
c) TV Adds
[]
d) Others
[]
20. Vehicle performance:

a) Excellent
[]
b) Good
[]
c) Average
[]
d) Poor
[]
a) Very high
[]
b) High
[]
c) Reasonable
[]
d) Less
[]
21. About pricing:
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Amravati University
22. Since how many years you are using this bike?
a) Below 1 year
[]
b) Since 1 year
[]
c) Since 2 year
[]
d) Above 2 year
[]
23. Would you like recommending this bike to others?

a) Yes
[]
b) No
[]
24. Are you satisfied with the mileage of Mahindra bikes?

a) Very satisfied
[]
c) Dissatisfied
[]
b) Satisfied
[]
25. Response and Behaviors of firms staff:

a) Information
[]
b) Co-operative
[]
c) Communicative
[]
d) Convincing
[]
[]
b) No
26. Have satisfied this bike?

a) Yes
[]
Suggestions:
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Amravati University

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Signature
I sincerely thank you for spending your valuable time for giving me the
information.
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66
Amravati University

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SALES STRATEGY OF MAHINDRA TWO WHEELER

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

This is to certify that the project entitled A STUDY OF SALES COMMERCIAL

Raisoni College Of Management

Professor Name: Mr. Akshay Umbarkar

SALES STRATEGY OF MAHINDRA TWO WHEELER

enthusiastically completed it within stipulated time.

whose good wishes are behind the

success of this project. As extending my words I am thankful to my family

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

I hereby declare that the project entitle A STUDY OF SALES COMMERCIAL

Raisoni College Of Management

Professor Name: Mr. Akshay Umbarkar

SALES STRATEGY OF MAHINDRA TWO WHEELER

Overview of the Mahindra Company.

Data interpretation & analysis.

Findings, Suggestions & conclusion

SALES STRATEGY OF MAHINDRA TWO WHEELER

Introduction:A success of the firm largely depends upon how effectively it

To know the sales Strategies of Mahindra two wheelers adopted by the

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

SALES STRATEGY OF MAHINDRA TWO WHEELER

Conclusion:After doing my in-plant project in Mahindra two wheeler. I come to

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

Overview of the Mahindra Company.

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

DI--------->Direct Injection--------->Which can be started without battery.

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

At Zahirabad plant LCVS (Light Commercial Vehicles) were

They soon diversified towards Mahindra tractors. It was

It was started 5 years back &

another by name MMFSL (Mahindra &Mahindra Financial Services Ltd.) were

Today M&M has two main operating divisions:-

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

commercial vehicles. The farm equipment division makes agricultural tractors

Overview of the Mahindra company:The US $6.7 billion Mahindra

SALES STRATEGY OF MAHINDRA TWO WHEELER

development. Mahindra has recently made an entry in the two-wheeler

Ranks & ratings of Mahindra company In:2003

highly successful vehicle, the Scorpio.

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

sound corporate governance practices.

World-National Institute of Construction Management & Research (NICMAR) study.

Companies and in the Top 10 list of Most Reputable Indian companies

Raisoni College Of Management

SALES STRATEGY OF MAHINDRA TWO WHEELER

problems per 100 vehicles (PP100).

Diesel with exceptional score of 96 as per a study released in December 2007.

position in the UV segment in India