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A STUDY OF MARKETING STRATEGY AND


ANALYSIS OF SCORPIO mHAWKc

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A Sip Report Submitted By:

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M.B.A.-I)
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Under the guidance of:

MR. RAJENDRA SHIRALEKAR)

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% & '&
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3c Name
3c Location
3c Historical background
3c Products
3c Number of departments
3c Number of employees
3c Human resource policies
3c Information about marketing
3c xision and mission

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3c Introduction
Making of Mahindra scorpio
Product training
Mahindra scorpio mhawk
3c Objectives
3c Methodology
3c conclusion

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%& .*'' '& c

I take this as an opportunity to express my regards to Mr.xishal


ghute Workshop Manager) who helped me to undertake this project. It
was a great experience to have practical knowledge, which would not
have been possible without his help.

I obliged to Mr. Rajendra Shiralekar Team Leader) & Miss.


Preeti Malao Showroom Consultant) for providing me support and help
whenever I needed.

They gave me the opportunity to attend the various training


program and seminar which are held in Amravati for giving the product
knowledge and market knowledge.

I am deeply grateful to each one who helped me directly or


indirectly in completion of this project.

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Unnati motors an authorized dealer of cc c")

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

 0721 - 2510780

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Near MHKS Petrol Pump, Kamptee Road, &!c

Phone:0712-2633184-87

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Unnati Motors also operates at c+"4$c.cand . through its modern branch
network.
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54c56!c/c 3c
c  is one of the leading dealerships for the M & M vehicles in xidarbha region & one
with biggest infrastructure in Central India. Unnati motors is a division of 56c*!5c
"c*c 56c*!5c"c* is in 4c4 business under the
banner of && c 
. Established in year 2004 with dealership forc c c
 Ȃ INDIAǯS leading automobile brand. Unnati motors having its main office in Nagpur
which is established in year 2004, and the amravati branch is established in year 2005. Unnati
motors is owned by in partnership of mr. parikh Parikh Enterprises) and mr. mehadia Mehadia
& Sons).

56c*!5c"c*cis in the business of 


  &$c.' 
& and
%c c)c!5. ǮMicroparkǯ is one of the pioneer operators in the field of Supply Chain
Management in Central India.

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

7%c 8 is core to all the processes involved in area of its operation. Due to its
process driven approach Micropark Group is one of the first organizations in Central India to
receive
c1000,00( certification across its sister concerns.

The groupǯs entry in the field of supply chain management started with one of its sister concern
M/S Mehadia & Sons being appointed as the C & F agentsǯ for M/S
* &'c''%  in the
year 1984. Since then ǮMicroparkǯ as a group has grown into a Logistic Solution provider for
around 20 companies of high repute in Pharmaceutical, Automobile, Consumer durables & FMCG
sectors.

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M&Mǯs association with the automobile business dates back to 1945. The Company was
incorporated in 1945 and was originally formed to manufacture utility vehicles for the Indian
market, initially by importing and assembling WILLYS JEEP KITS. The manufacture of utility
vehicles commenced in 1954 in collaboration with WILLYS Overland Corporation and its
successors, Kaiser Jeep Corporation and American Motor Corporation now part of Daimler
Chrysler group). The Company commenced manufacturing Light Commercial xehicles LCx)
in 1965. The Company has recently entered the three-wheeler market Over the year, the
Mahindra brand of vehicles has come to represent high quality, ruggedness, durability,
reliability, easy maintenance and operational economy. These are the qualities that have
endeared the vehicle to individuals as well as institutions like the Indian armed forces. M&M
is the leader in the MUx business in the country since inception. M&M has comprehensive
manufacturing facilities with high level of vertical integration. M&Mǯs automotive division
has five manufacturing plants, three in the state of MAHARASHTRA and one in ANDHRA
PRADESH. In Maharashtra, its plant in Mumbai and Nasik manufacture multi-utility vehicles,
and engines are produced at the Igatpuri plant. Light Commercial xehicles are manufactured
at the companyǯs plant in Zaheerabaad in Andhra Pradesh and three-wheelers in Haridwar.

Our Mumbai and Nasik plants with the R&D facility at NASIK are ISO/TS 16949 certified. The
Mumbai plant has also been recommended for the TPM excellence award. Our engine plant
at Igatpuri has QS 9000 certification. Our LCx & three wheeler plant at Zaheerabad have ISO
9001:1994. Both of these plants are also working towards TS 16949 certification. Our plants in
Mumbai and Igatpuri are also ISO: 14001 certified.

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3c Automotive
3c Farm Equipment
3c Systech
3c Financial Services
3c Information Technology
3c Infrastructure Development
3c After-Market
3c Two-wheelers
3c Mahindra Partners Division
3c Specialty Services

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

%4c(cȂ Personal: - This segments categories for personal


Use or family use Scorpio & Logan are in Channel 1
Different xariant

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m i more mileage diesel engine PS,
LX PS, PW, AC Trittabled S
X LX +Rear Wiper, Black Cladding, Fog
lamp)
SLX (DX+MP3, Self Color Cladding,
Alarm System)

V-Series
VLS SLX + Alloy Wheel+ m-Hawk Engine,
Cruise Control,
Tyre- tonicsǯ, Intellipark, Rain Sensor, Light
Sensor, Audio
Control on steering, Immobilizer)
VLX SLX + xLS)

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LE (AC PS)
LX (1.4)
LX (1.6)
LS AC, PS PW, CL, Remote Locking, Mp3, Fog lamp, Air bags)
LE AC, PS)
LX AC, PS, PW, CL)
LS DLX + GLS)
Note: - L, LE, LX, LS) were Petrol model. LE, LX, LS) were Diesel model.

% &&'*c, Prosper: - This segment categorized for


Commercial purpose.
Hard Top, Soft Top, Pick-up, 3-wheelers
are in Channel- 2
Soft Tops: -
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Hard Tops: -
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 AC, Suspension)
SLE AC, Suspension PS)
SLX AC, PW, CL, MP3)
Pick-up:- 99c562c
99c 9c 56c
Flat Bed
Single Cabinc
Double Cabin

3-wheelers: -
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3+1), 6+1)

% &&'*2:2DzMILdz:-- This segment Categories for LCx Light


Commercial xehicles) Mahindra & Mahindra gone in
collaboration with International Truck Ltd.No.1 Truck. Company
in USA having the production of almost 1.5 Lacs of Trucks Per
annum. The new firm is known asMIL Mahindra International
Ltd.)
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a) 6T HSD High Side Desk)
b)6T FSD Fixed Side Desk)
c) 4T HSD
d) 4T FSD
e) LWB 6T
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 6T) CAB & CHASSIS
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9+1, 12+1, 14+1)

Passenger & School Bus


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17 Str. School & Passenger
25 Str. School & Passenger
34 Str. School & Passenger
42 Str. School & Passenger

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T. 17 Str.
Delivery xanPlatform
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3c Mahindra Bolero
3c Mahindra Bolero Camper
3c Mahindra Bolero Inspira
3c Mahindra Bolero Stinger Concept
3c Mahindra Scorpio
3c Mahindra Scorpio Getaway
3c Mahindra Scorpio First
3c Mahindra Xylo
3c Mahindra Legend
3c Mahindra MM550 XD
3c Mahindra-Renault Logan in cooperation with Renault)
3c Mahindra Axe
3c Mahindra Major
3c Mahindra Souvenir Concept
3c Mahindra Commander
3c Mahindra Grand xitara
3c Mahindra DI
3c Mahindra Cab Chassis

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cM&M automotive have various departments: c
3c Human Resource Department
3c Finance department
3c Marketing department
3c Production department

UNNATI MOTORS at Amravati branch having departments:

3c Human Resource Department


3c Finance department
3c Sales and Marketing Department
3c Technical Repairing Shop


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Unnati motors provides the accessories, spare parts, best after sales services, to the customers.
The maintenance and repairing of vehicles is done at workshop. At c 8cworkshop
all the Service and Repair jobs are performed by professional & Company trained engineers.
The 32 bays workshop is state-of the art, equipped with all modern equipments, Standard
tools and using genuine spares & material.
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M&M employees around 11,600 peopleacThere are 30 employees are working in unnati motors
Amravati branch, divided in various departments.c

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

Thrust areas of Training & Development Initiatives

1. Customer-centric Corporation
2. Global Managers Programme after identification of talent pool
3. Leadership and leading change
4. People Management
- Coaching & Mentoring
- Managing Conflicts, Team Working
5. Innovation
6. Strategy
7. Technology Orientation
8. Leadership Communication Programme for Executives
9. Multi-functional General Management Programmes.
10. Marketing for Non-Marketing functions.
11.Finance for Non-Finance functions
12. 'The Mahindra Way' - A Manager's Induction Programme into the Mahindra Group.

Shadow Boards

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

3c xoice out-of-box views of Generation Next

3c Challenge established modes of thinking

3c Offer new perspectives and insights


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3c Catalyses implementation

3c Help in the grooming of future business leaders

The Mahindra Group offers a number of High xalue Leadership Lifecycle Programmes for
leadership development at key transition points for Managers. 'Bodhivriksha' a place of
enlightenment), is a world-class, in-house Management Development Centre that has
been set up to promote business values and leadership skills at Nashik.

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There are a number of programs at the corporate level for high potential talent. The two
that deserve particular mention are as follows:

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

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< International Marketing & Strategic Selling


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

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< To help understand consumer preferences, perception and behavior
< To set frameworks for new product development
< To help understand brand equity
< To create unique value for the targeted customer

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< Understanding customer expectations
< Capturing the voice of customers of the Mahindra Group - Benchmarking studies, J. D.
Power, CSI etc.
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< Setting frameworks for new product development
< Positioning for competitive advantage
< Creating value for competitive advantage
< Co-creating value through experience =c6=c2c c !cc
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The potential for learning is limitless. This is the spirit of
Bodhi xriksha, the Mahindra Management Development
Centre. Established in 1999, this residential training
facility for the Mahindra Group's management staff aims
to promote business values and leadership skills. This is in
keeping with the Group's belief that systems and practices
must be upgraded constantly to keep pace with the
dynamic business environment.

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

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

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

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

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

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

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Indians are second to known in the world, the founders of the nation and M&M Company
passionately believed this. We will prove them right by believing in ourselves and by making
Mahindra & Mahindra Ltd. known worldwide for the QUALITY, DURABILITY and Reliability of its
products and services.
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M&M core values influenced by our past, tempered by our present and are designed to shape our
future. They are an amalgam of what we have been, what we are and what we want to be.
These values are compass that will guide our actions, both personal and corporate. They are:-

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As in the past, we will continue to seek long term success that is in alignment with our countryǯs
need. We will do this without compromising on ethical business standards.

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We have always sought the best people and given them the freedom as well as opportunity to
grow. We will continue to do so. We will support innovation and well reasoned risk Ȃ taking,
but demand of performance will be its first priority.

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We exist and prosper only because of our customers. We will respond to their changing needs and
expectations speedily, courteously and effectively.

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Quality is the key to delivering money to our customers. We will make quality a driving value in
our work, in our products and in our interactions with others. We will do it Dzfirst time rightdz.

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We value individual dignity, uphold the right to express disagreement and respect the time and
efforts of others. Through our actions we nurture fairness, trust and transparency.
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A STUDY OF MARKETING STRATEGY AND ANALYSIS OF SCORPIO mHAWK.
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While doing SIP in unnati motors for Mahindra and Mahindra automotive, I decided to study of
marketing strategy and depth analysis of the Mahindra scorpio mHAWK. Mahindra mHAWK is the
advanced model of Mahindra scorpio. Mahindra scorpio is best SUx sports utility vehicle) by
mahindra. In 2002 Scorpio was launched. Scorpio look is better and it is spacious and luxurious,
which after launched shows consistent increased growth in selling and is more accepted by the
customers.
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Prior to the mid-nineties, M&M was an automobile assembly plant. The company used to
manufacture WILLYS JEEPS and its minor modified versions modification carried out in India). In
1996, the company planned to enter the SUx segment with an all new product which can complete
even in foreign markets.
Since M&M didnǯt have the know-how of making a new age product, they devised a whole new
concept among Indian auto companies. For their growth, the company roped in new executives
such as DR.PAWAN GOENKA and ALAN DURANTE who have worked in this industry in western
countries.
The company broke the rule that says automakers must design, engineers and test their own
vehicles spending millions of dollars in the process. The new Mahindra Scorpio SUx had all of its
major systems designed directly by suppliers with the only inputs from Mahindra being design,
performance specifications and program cost. Design & engineering locations were also chosen by
suppliers. The parts were also later to be assembled in a Mahindra as Mahindra is a well know
brand among Indian in the MUx segment).the company built a brand Ȃnew vehicle with virtually
100 percent supplier involvement from concept to reality for $120 million, including
improvements to the plant. The product took 5 years to materialise from a concept to the final
product.

In April 2006, the company launched an upgraded Scorpio- dubbing it the ǮALL ȂNEWǯ Scorpio.
The car has 43 new features, most of which are aesthetic including new front bumpers, a new tail-
light cluster and an air scoop on the bonnet. Yet, there are some crucial engineering changes as
well, including a new rear suspension which was jointly developed with Lotus in the UK.
The Mahindra Scorpio is sold across the world in countries such as:-
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India
Italy
France
Spain
Portugal
Turkey

Sri Lanka
Nepal
Bangladesh
Egypt
Russia
Malaysia
South Africa
Chile:-The Scorpio Pick-up is the first passenger vehicle of the Mahindra brand to be offered in
Chile, and both were presented to the press the night of July 25th 2007

Mahindra Scorpio SUx & Pick-Up range launched in Brazil


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The product training includes understanding the functions and knowing the physical location of
the following parts same as I had at Scorpio m-Hawk during induction)....

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

2) Fuel Injection Pump & Injector

3) Fuel Filter & Air filter

4) Turbo Charger & Intercooler

5) Radiator & Water Pump

6) Coolant recovery tank & Thermostat

DRIxELINE
In Driveline the following things were located and studied:
1) Clutch
2) Gear Box
3) Propeller Shaft
4) Differential

RUNNING SYSTEM
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In running system the following parts were located and studied:

1) Brakes both Drum & Disc)

2) Suspension both Independent & Rigid)

After the Product Training My following doubts got cleared-


Turbo Charger
The basic function of TURBO charger is to provide more air at higher pressure to the engine for
better combustion. Thus to improve power ratio and better envision.
Note:-Turbo charger is nothing to do with recycling to
used/exhaust gases.

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In 2000 Company adopted a new logo. In 2002 Scorpio was launched. Scorpio look is better and it
is spacious and luxurious.
Scorpio engine has one of the highest BHP/litre amongst all diesel vehicles sold in India. Scorpio
m-HAWK engine is 100 kg less than all CRDe. It has one of the highest BHP/Litre amongst
all diesel vehicles sold in India. Scorpio has the best 0-60 kmph & 0-100 kmph figures and highest
top speed and rapid acceleration.
In 2003 Scorpio received national award for R&D.
In 2004 Scorpio launched in Latin America, Middle East and South Africa. M&M launched CRDe in
Scorpio in 20051st Indian Auto Manufacture).and Car of the year.

In 2006 Scorpio Hybrid was unveiled at Delhi Auto Expo. All new Scorpio with 43 new Features,
Scorpio crossed 1 lakh production mark, and Global Launch of Scorpio Pick-up in South
Africa. Scorpio position in Car plus Category with the Tag line DzNothing else will dodz. Scorpio
marched in to Kenya) M7M set up centralised call centre for customer centricity in 2007 and
Scorpio x-series launched Nov. 30 2007.Scorpio was the highest selling SUx in year 2007.

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FUEL EFFICIENCY
City Mileage -- 9.4 kmpl
Highway Mileage -- 13.9 kmpl
Fuel Capacity -- 60 litre
Fuel Type Ȃ Diesel

ENGINE PARAMETERS
Displacement-- 2609 cc
Bore-- 94 mm
Stroke -- 94 mm
Cylinder Configuration -- 4-inline
xalve Gear Operation -- Pushrod
Compression Ratio -- 18.5:1
No. Of xalves -- 8
Aspiration -- Turbo-charged
Fuel System -- CRDi
Horse Power -- 115@3800 ps@rpm

Torque -- 277.52@2200 Nm@rpm

DIMENSIONS

Length -- 4495 mm
Height -- 1975 mm
Width -- 1817 mm
Wheelbase -- 2680 mm
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m-Hawk engine is 100kg less than CRDe.
It is made up of ALLUMINIUM ALLOY.
m-hawk Engine oil Capacity=6.5 litre
CRDe =6 litre
m-Hawk has =2.2 2200cc)cubic capacitycc
=120bhp break horse power)c

=4*28.6 torque*

Torque=force*radial displacement.

To give more power and to move crump


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For Turbo Engine following things should be followed for the betterment of engine:-
* After starting and turning off engine, let it
works on low RPS at least for 1 minute.
* In CDRe only Maximile Supreme Oil should be
added.
* Power Steering Oil should be changed per
80000 km or once in a year.
* Gear box and Differential oil changing time...
SCORPIO-15000km ,CRDe-20000km

There are two types of engine:-

1. COMPRESS IGNITION CI)

2. SPARK IGNITION SI)

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3c To create a new segment.


3c Finding potential customers.
3c To provide an excellent value preposition to the customer.
3c Increase the desire of customers to buy the product.
3c To promote the product.

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Ȉ First and foremost, they tried to provide a status of Pajero in Scorpio at affordable
price.
Ȉ In another intelligent step, shadow endorsement was done which doesnǯt shout Mahindra.
Ȉ Advertising, Public Relation, Mass mediaǥnothing was left to make brand
popular.

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

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

Ȉ Scorpio was launched in phase manner i.e. first in metros and then other cities were
covered so as to ensure the attention towards main market first.
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A market segment consists of a group of customers who shares a similar set of needs & wants.
Thus we distinguished between car buyers who are primarily seeking low cost basic
transportation, those seeking driving skills & performance. We must be careful not to confuse a
segment & a sector. A car company might say that it will target young, middle income car
buyers. The problem is that young, middle-income car buyers will differ about what they want in a
car, some will want a low cost car, other will want an expensive car. Young middle-income car
buyers are a sector, not a segment. The marketers doesnǯt create the segments, the marketers
task is to identify the segments and decide which one s) to target. Segment marketing offers key
benefits over mass marketing. The company can presumably better design, price, disclose &
deliver the product or services to satisfy the target market. The company also can fine Ȃ tune the
marketing programme & activities to better reflect competitors marketing.

However, even a segment is partly a fiction, in that not everyone wants exactly the same thing.
Market segment can be defined in many different ways, one way to crave up the market to identify
preference segments.
Suppose ice-cream buyers asked how much they value sweetness & creaminess as to product
attributes. Three different patterns can emerge:-

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

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

3.Cluster PreferenceȄ
The market might reveal district preference cluster called natural market segments. The first firm
in this market has three options. It might position in the centre hoping you to appeal all groups. It
might position in the largest market segments concentrated market). It might developed several
brands each positioned in a different segment. If the first firm developed into only one brand,
competitors would enter & introduce brands in the other segments.
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1. Geographic
2. Demographic
3. Psychographic

1. Geographic:-
a) Region:- Pacific, mountain west, North central, West South
central, South Atlantic etc.
b) City or Metro City: - 5000, 20000, 50000, 1lac, 5lacs, 40 lacs
c) Density: - Urban, Sub urban, Rural
d) Climate: - Northern& Southern Planet

2. Demographic: -
a) Age: - 6-12, 12-18, 18-25, 25-30, 50-----
b) Family Size: - 1-2, 2-4, 5--------
c) Family life cycle: - Young, Single, Married, Youngest,
d) Gender Wise: - Male, Female
e) Income: - 5000-10000, 10000-25000
f) Occupation: - Professional & technical, Farmer, Student

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

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

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There are three types of call that should be in place in a dealership for prospect
generation:-
1) Cold Calls
2) Follow-up Calls
3) Market development Calls

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DzMeeting a customer, who can be a prospective buyer of vehicles? He has yet not shown his
purchase intention. The data may or may or may not be available at the dealership.dz
This refers to an activity where the FSC while covering his regular territory

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

Ȉ First Time Buyer

Ȉ Existing xehicle Owner going for second purchase

Ȉ Replacement Buyer
Basic of Cold Calls
Based on the Demography of his territory, an FSC physically visits Institution
e.g.:
a) Profession e.g. Doctors, Engineers, Lawyers)
b) Income group Individuals e.g. > 5 lacs p.a.)
c) Age Group etc.
Based on the Potential available, as FSC physically visits Institutions e.g.:
1. Schools
2. Poultry Farms
4. Distributors & Shop Keepers
5. Travel agents or Courier Services
6. Traders
7. Service Providers
8. Missionaries
9. Tour Operators
10. Hospital
11.Transport Operators
12.Hotels
13.Call Centers
14.Charitable Trusts
15.Small Industries
16.Corporate Houses
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17.Dairy Farms
18.Govt. Department
These Cold Calls should be focused on the requirement of vehicle Specific to the sector concerned.
It is recommended that based on monthly retail target, the Cold call target Should be calculated
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DzMeeting a customer, who has already shown his intent to purchase a xehicle? The customer data
is available at the dealership.dz FSCs will fill up / update CDIF Hard Copy) Why making follow up
visit on a prospect. The same will be updated in the software on his return from the tour. During a
ǮFollow up Callǯ, an FSC will be visiting prospects personally and not through telephone.
ǮFollow up Callǯ target will be based on the number of Leads in hand or carried forwarded from the
previous month and also the number of leads to generated during the month the travel plan for an
FSC will be based on the status of total Lead-in hand Hot Warm & Cold). Also the frequency
of visit to prospects will be high for Hot 7 Warm Leads and relatively lesser for cold Leads

As stated above, number of ǮFollow up Callsǯ will be based on visiting DzHot Leadsdz at least weekly,
DzWarm Leadsdz at least for nightly and DzCold Leadsdz once in month

Hot Leads:
Enquiry likely to be matured within 15 days.
Warm Leads:
Enquiry likely to be matured within 60 days.
Cold Leads:
Enquiry likely to be matured beyond 60 days.

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DzThe call may lead to meeting up party, who may not buy vehicles for himself. Yet he can influence
of vehicle s) in his area of influence / controldz This refers to an FSC visiting
1) Banks
2) NBFCs
3) Office Bearers
4) Unions
5) Govt. Departments
6) Opinion Maker
7) Local Mechanics/ Garages
8) Surveyors
9) DSA/DMA etc and also doing something different to
capture customerǯs Mind Share/ expansion of the
Industry.
What should be the focus?
For effective working and easy achievement of sale target all 3 types of calling
should be focused but to know where is our dealership lagging proper review
of DzIngenious Sales Formatdz along with discussion of sales executives
concerned should be done
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Ȉ Demo: - It is an activity through which we give information about the product, price, etc. by
explaining the points to the customer or either in their door step or in the dealership.
Ȉ Road Show: - It is an activity in which the vehicle or vehicles in a group taken to the particular
spots for give demo.
Ȉ Loan Mela: - It is an activity which is done by Bank or Private Finance to give loan to the
customer on the spot for any purpose.

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Advertisement is the most important part of enquiry generation. Throughcadvertisement most of


the people get aware about the product.c

Advertisement is done through News Papers, Hoarding, Media, etc. This is more expensive of
generate enquiry. One should optimise in order to make the business profitable.c

For E.g.:- When Alfa Passenger came into the market, we know through the Advertisement, that
Alfa Passenger is going to be launched.

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Finally all in all it was a great learning experience with UNNATI MOTORS Ltd. an
authorized dealer of MAHINDRA at Amravati. The practical work which I had will definitely
have a great impact on shaping my careers in future. The incredible pool of information
which I could share of the sales marketing, consumer behavior etc. the different practical
marketing approaches followed will always help to my cause.