A PROJECT REPORT ON

“A STUDY ON BRANDING AND ADVERTISING”

(A study of reference to FORTUNE FORD)

Submitted by
J.PRADEEP

H.T.No (131409672041)

Under the guidance of

Mr. CH.RAVI PRAKASH

M.B.A.PROGRAMME

MESCO INSTITUTE OF MANAGEMENT

OSMAINIA UNIVERSITY
HYDERABAD
2010-2011

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 DECLARATION

I hereby declare that this Project Report titled

“A STUDY ON BRANDING AND ADVERTISING” submitted by me

to the Department of Business Management, O.U., Hyderabad, is a

bonafide work undertaken by me and it is not submitted to any other

University or Institution for the award of any degree diploma / certificate

or published any time before.

(J.PRADEEP)

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 ANNEXURE – II

CERTIFICATION

This is to certify that the Project Report titled “A STUDY ON

BRANDING AND ADVERTISING” with reference to FORTUNE FORD
submitted in partial fulfillment for the award of MBA Programme of MESCO
INSTITUTE OF MANAGEMENT & SCIENCE, O.U. Hyderabad, was carried out
by Mr. J. Pradeep under my guidance. This has not been submitted to any other
University or Institution for the award of any degree/diploma/certificate.

Signature of the Guide

(CH.RAVI PRAKASH)
HYDERABAD.

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 ACKNOWLEDGEMENT

I would like to express my gratitude to everyone who helped me out directly

and indirectly in completing this project work successfully.
I convey heartfelt thanks to all respondents who assisted politely, co-
operatively and respectively in collecting the vital and information needed for the
project work.
I am deeply indebted to Chairman, MESCO, Dr..
My project guide Mr.IRFAN KHAN (HOD).
For their inspiration and timely support in successful completion of this
project work.
I am very grateful to Mr. Ch. Ravi Prakash of FORTUNE FORDfor ever-
lasting cordial support and continuous endeavour to bring the best project work.
I am thankful to all the faculty members of MBA department, for their
valuable support in the completion of this project work.
I show the gratitude to the authors of various authentic literatures in
management for providing the best study material need for the project work.

J.PRADEEP

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INTRODUCTION
Branding & Advertising:

Branding
"Branding" is a product of the late 1800s. Due to the prevalence of
dangerous products and unregulated industries of the Industrial Revolution, brands
were introduced to increase the reputation and value of a particular manufacturer. An
identified brand often meant safety and quality.

Definition:

Branding is northing but differentiating our product from other products.

Through branding we can upgrade our company name & fame.

Advertising

Definition:
Advertisement is one of the media for communicating the information about a
product through a paid source of communication.

Types of advertising:

 Media
 Covert advertising
 Television commercials
 Newer media and advertising approaches

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Media

 Paying people to hold signs is one of the oldest forms of advertising, as with
this Human directional pictured above
 A bus with an advertisement for GAP in Singapore. Buses and other vehicles
are popular mediums for advertisers.
 A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Commercial advertising media can include wall paintings, billboards, street

furniture components, printed flyers and rack cards, radio, cinema and television ads,
web banners, shopping carts, web purpose, skywriting, bus stop benches, human
directional, magazines, newspapers, town criers, sides of buses or airplanes ("logo
jets"), taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio and video, posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor
pays to deliver their message through a medium is advertising.

Another way to measure advertising effectiveness is known as ad

tracking. This advertising research methodology measures shifts in target market
perceptions about the brand and product or service. These shifts in perception are
plotted against the consumers’ levels of exposure to the company’s advertisements
and promotions. The purpose of Ad Tracking is generally to provide a measure of the
combined effect of the media weight or spending level, the effectiveness of the media
buy or targeting, and the quality of the advertising executions or creative. Ad
Tracking Article

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Covert advertising:

Covert advertising is when a product or brand is embedded in entertainment and

media. For example, in a film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderson owns a phone with the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo. Another example of advertising in film is in I,
Robot, where main character played by Will Smith mentions his Converse shoes
several times, calling them "classics," because the film is set far in the future. I, Robot
and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz logos
clearly displayed on the front of the vehicles, respectively.
Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product
placement for Omega Watches, Vaio, BMW and Aston-Martin cars are featured in
recent James Bond films, most notably, Casino Royale.

Television commercials:

The TV commercial is generally considered the most effective mass-market

advertising format and this is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football game
in the United States is known as much for its commercial advertisements as for the
game itself, and the average cost of a single thirty-second TV spot during this game
has reached $2.7 million (as of 2008).

Virtual advertisements may be inserted into regular television programming

through computer graphics. It is typically inserted into otherwise blank backdrops are
used to replace local billboards that are not relevant to the remote broadcast audience.
More controversially, virtual billboards may be inserted into the background where
none existing in real-life. Virtual product placement is also possible.

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Newer media and advertising approaches:

Increasingly, other mediums such as those discussed below are overtaking television
due to a shift towards consumer's usage of the Internet
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web content
and the traffic that the website receives.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising

is known as "spam".

Some companies have proposed to place messages or corporate logos on the side of
booster rockets and the International Space Station. Controversy exists on the
effectiveness of subliminal advertising (see mind control), and the pervasiveness of
mass messages (see propaganda).

Unpaid advertising (also called word of mouth advertising), can provide good
exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"),

Spreading buzz, or achieving the feat of equating a brand with a common noun
("Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover"
= vacuum cleaner and "Band-Aid" = adhesive bandage.) -- these are the pinnacles of
any advertising campaign. However, some companies oppose the use of their brand
name to label an object.

SMS (Short Message Service) text messages have taken Europe by storm and are
breaking into the USA. The addition of a text-back number is gaining prevalence as a
www address of yesterday. Used as part of your companies 'how to contact us' these
can be very effective. These can be a (rented) keyword on a short-code or your own
system on a standard number (like Mojio Messenger). The benefit of SMS text
messages is people can respond where they are, right now, stuck in traffic, sitting on
the metro. The use of SMS text messages can also be a great way to get a viral (word-

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of-mouth) campaign off the ground to build your own database of prospects sees viral
marketing. Interstitial advertisement is a form of advertisement which takes place
while a page loads.

From time to time, The CW airs short programming breaks called "Content Wraps,"
to advertise one company's product during an entire commercial break. The CW
pioneered "content wraps" and some products featured were Herbal Essences, Crest,
Guitar Hero 2, Cover Girl, and recently Toyota.

Negative effects of advertising:

An extensively documented effect is the control and vetoing of free information by

the advertisers. Any negative information on a company or its products or operations
often results in pressures from the company to withdraw such information lines,
threatening to cut their ads. This behaviour makes the editors of the media self-censor
content that might upset their ad payers. The bigger the companies are, the bigger
their relation becomes, maximising control over a single piece of information.

Advertisers may try to minimise information about or from consumer groups,

consumer-controlled purchasing initiatives (as joint purchase systems), or consumer-
controlled quality information systems.

Another indirect effect of advertising is to modify the nature of the communication

media where it is shown. Media that get most of their revenues from publicity try to
make their medium a good place for communicating ads before anything else. The
clearest example is television, where broadcasters try to make the public stay for a
long time in a mental state that encourages spectators not to switch the channel during
advertisements. Programs that are low in mental stimulus, require light concentration
and are varied are best for long sitting times. These also make for much easier
emotional transition to ads, which are occasionally more entertaining than the regular
shows. A simple way to understand objectives in television programming is to

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Compare the content of programs paid for and chosen by the viewer with those on
channels that get their income mainly from advertisements.

In several books, articles and videos, communication professor Sut Jhally has argued
that pervasive commercial advertising, by constantly reinforcing a bogus association
between consumption and happiness and by focusing on individual immediate needs,
leads to a squandering of resources and stands in the way of a discussion of
fundamental societal and long-term needs.

Flashing of car brands in the minds of respondents:

Generally the people having some brands in there minds, which car brand
suddenly flashes in the minds of the respondents when the researcher asked the
question?

A. About the Auto Mobile Industry with reference to Nation.

The Industry selected for the project work is Automobiles. In the recent days
contribution to the Nation wealth was immense, which has changed the economic
conditions. So many companies have come up to take part in the competition.
Automobile companies are giving good opportunities in that sector. This has raised
hopes in the minds of youth for guaranteed employment. Especially our country like
India utilized the skilful resources with the latest advancements in automobile sector.

Certainly, human resources started considered to be biggest assets available to the

companies where lot of hiring and firing took place. An interest developed to study,
specifically in the automobile sector and chosen area as Brand and Advertising.

This study will focus more on Brand and Advertising of cars with a special focus on
automobile Industry at Fortune Ford India and its contribution towards Nation.

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B. Auto Mobile Industry with reference to State:

Automobile industries have done reasonably well with its contribution in bringing lots
of employment opportunities to young talents and there by leading State of Andhra
Pradesh by giving global exposure with world class sophisticate technology. In our
state number of youngsters are getting jobs in the automobile industry.
Hence an Interest developed to conduct a study a company in our
State of Andhra Pradesh with respect to a special focus on branding and advertising at
fortune Ford India is located in India with offices spread across the globe.

Fortune Ford has been successfully empowering its customers globall.

3. RESEARCH METHODOLOGY:

HYPOTHESIS:

Hypothesis means “assertion made about some property of elements being studied.”
Such an assumption is made early in the investigation, guiding the investigator in
searching for supporting data. The hypothesis is found to be true or false at the
conclusion of the research study, depending on whether or not the proposed property
actually characterizes the elements.

As in this study of Branding & Advertising of FORTUNE FORD. The assumptions

are positive and from my questionnaire to the customers it is proved that the image of
FORTUNE FORD in Hyderabad is positive.

RESEARCH OBJECTIVES:

 To study the effectiveness of FORD FIESTA advertisement.

 To find out better way of advertisements to reach today’s customers.

 To know brand impact on customer.

 To know advertisement impact on customer.

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RESEARCH METHODOLOGY:

The methodology that is adopted for the study is such that it facilitates the data
accumulation. The Information is gathered through survey method. The survey
method has been adopted for collecting the data from people who are using cars this
includes the customers of FORD also.

RESEARCH DESIGN:

Research design is defined as the specification of methods and procedures for

acquiring the information needed. Generally the research design is any of the
following three types- Descriptive, EXPLORATORY and CASUAL.

DESCRIPTIVE STUDY:

Descriptive study/ research are marked by the prior formulations of specific

research questions. The Investigator already knows a substantial amount about the
research problem before the project is initiated. Hence this is chosen for my research.

EXPLORATORY STUDY:

The major purpose of exploratory study is the identification of problems, the

more precision formulation of problems and the formulation of new alternative
courses of action

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CASUAL STUDY:

The study involves the determination of the causes of what the researchers are
predicting. This is mainly a cause and effect study.
The research design selected by the researcher in the present study is
“DISCRIPTIVE” in nature

RESEARCH INSTRUMENT:

Marketing research has a choice of two main research instruments in

collecting primary data. These are questionnaires and mechanical devices.
In order to extract firsthand information from the respondents, a pre-tested
questionnaire was prepared and the same was administered to the respondents.

DATA SOURCES :

Data means a collection of facts in real life statistical data is a collection of

facts in numerical figures.
The data sources are usually identified using the type of data needed. There
are two types of data

1. Primary data
2. Secondary data

PRIMARY DATA :

The firsthand information by the investigator by means of observation face to

face questioning, telephone interview and mailing questionnaire is called Primary
data.
Primary data consist of original information gathered for a specific purpose.

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SOURCES OF PRIMARY DATA:

For the purpose of present study the primary data was collected from the
respondents by contacting them personally.

SECONDARY DATA:

Secondary data consists of information that already exists somewhere, having

been collected for another purpose.

SOURCES OF SECONDARY DATA:

For the purpose of present study the secondary data was collected from
published data of the companies.

SAMPLING PLAN:

The use of sampling is of vital importance to any researcher because

1. Sampling may be the only possible way.
2. Sampling can result in cost saving.
3. Sampling can save the needed time.
4. Sampling can promote greater accuracy and,
5. Sampling is also warranted in some situations.

As it is not practical to attempt a survey of the entire population, a limited

number of surveys of people using cars have been carried out for the present
study.

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POPULATION:

Population is the aggregate of objects animate and inanimate, under study in

any statistical investigations.
The population for the study here was persons who are using cars in the areas
of jubilee hills, bunjara hills and near Hi-Tech city in Hyderabad.

SAMPLING UNIT:

A decision has to be taken concerning a sampling unit before selecting a

sample. Sampling unit may be a geographical one such as a state, district, village, etc.,
or a constructing unit such as house, flat, etc., or it may be a social unit such as
family, club, school etc., or it may be individual. The researcher will have to decide
one or more of such units that he has select for his study. Here sample unity for this
study are people using cars in the areas of jubilee hills, bunjara hills and near Hi-Tech
city in Hyderabad. It a mixture of 45 existing customers of Ford and 55 non-
customers of Ford.

SAMPLING PROCEDURE:

All items in any field of inquiry constitute a ‘universe’ or

‘population’. A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would adopt in
selecting items for the sample. Sample design may as well lay down the number of
items to be included in the sample i.e., the size of the sample. Sample design is
determined before the data are collected.

There are different types of sample designs are available.

Mainly they are divided into two categories, one is probability sampling and the
other is non-probability sampling.

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PROBABILITY SAMPLING:

Probability sampling is also known as ‘random sampling’ or

‘chance sampling’. Under this sampling design, every item has an equal chance of
inclusion in the sample. It is, so to say, a lottery method in which individual units are
picked up from the whole group not deliberately but by some mechanical process.
Here it is blind chance alone that whether one item or the other is selected. Some of
the random sampling designs are as follows. Systematic sampling, stratified sampling,
cluster sampling, area sampling, multi-stage sampling and sequential sampling.

NON-PROBABILITY SAMPLING:

Non –probability sampling is that sampling procedure which

does not afford any basis for estimating the probability that each item in the
population has of being included in the sample. Non-probability sampling is also
known by different names such as deliberate sampling, purposive sampling and
judgement sampling. In this type of sampling, the researcher selects items for sample
deliberately; his choice concerning the items remains supreme. Quota sampling,
judgement sampling, convenience sampling etc., are some of the non-probability
sampling designs.
Here the researcher follows non-probability sampling for
conducting his survey, and in detail sampling procedure is convenience sampling.
This procedure is adopted based on the convenience of the researcher time and money
constraints.

SAMPLE SIZE:
The sample size includes 100 people who are having cars in the areas of
jubilee hills, bunjara hills and near Hi-Tech city in Hyderabad.

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STATISTICAL TOOL:

The statistical tool used for conducting the present study is simple
percentages method.

MATKET:

A market is the set of actual and potential buyers of a product. These buyers
share a particular need or want that can be satisfied through exchange relationships.

Scope of the Study:

The Study is confined to the Branding & Advertising of the product. The aim of the
project is to study the present Branding & Advertising at FORD COMPANY and to
find the effectiveness of it and suggest recommendations if necessary.

The scope has widened to an extent of estimating the Branding & Advertising of the
cars at the time of the marketing the product.

This study given me a wonderful opportunity to meeting different customers of four

wheeler companies and get a great practical exposure of working with them.

TIME PERIOD OF THE STUDY:

As the data collected about Branding & Advertising and its impact on Marketing of a
product at Fortune Ford consist of costumers who have took the cars in different
years. Hence time period for the study was taken as 2 years.

Facts collected from the available data and the existing customers of Fortune Ford
with the help of questionnaire.

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LIMITATIONS:

 As the time given for the completion of the project was limited.

 The survey was restricted to Hyderabad and Secunderabad only.

 They may be few opinions which might have been missed out.

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Review of Literature
MARKETING

MARKETING:

Marketing is the business function that identifies customer needs and wants.
Creating customer value and satisfaction are the heart of modern marketing thinking
and practice. Marketing is the delivery of customer satisfaction at a profit

MARKETING MIX (4 Ps):

Marketing mix includes the set of controllable, tactical marketing tools in the
target market.

 Product means the goods and services combination the company offer
to the target market. Ex: Nuts & Bolts, Spark plugs, Pens & Pencils
etc.
 Price is the amount of money customers have to pay to obtain the
product.
 Place includes company activities that make the product available to
target consumers

 Promotion means activities that communicate the merits of the product

and persuade target customers to buy it. Ford spends money each year
for advertising to tell consumer about the company and its product.

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 Product
Product Price
Price
Product
Product variety
variety List
List price
price
Quality
Quality &
& Design
Design Discounts
Discounts
Features
Features Allowances
Allowances
Brand
Brandname
name Payment
Paymentperiod
period
Packaging
Packaging& &Services
Services Credit
Credit terms
terms
Warranties
Warranties&& Returns
Returns

Target
Customers

Place
Place
Channels
Channels Promotion
Coverage Promotion
Coverage &
& Locations
Locations
Assortments Branding
Branding
Assortments
Inventory Advertising
Advertising
Inventory
Transportations Personal
Personal selling
selling
Transportations
Sales
Salespromotion
promotion
Logisticss
Logistic Public
Public relations
relations

BRANDING AND ADVERTISING

we investigate the impact of advertising and brand value on future operating

and market performance. Key intangible assets such as brand value (or brand
equity), product differentiation, and goodwill are the outcomes of investment in
advertising. It is generally believed that advertising contributes to the creation
of brand value (Chaudhuri 2002; Chu and Keh 2006; Kimelman 1993; Sheinin
and Biehal 1999). Mizik and Jacobson (2003) argue that brand-based
advertising can create a comparative advantage for firms through its ability to
differentiate the firm's product. The brand can be a formidable barrier to
imitation, as brand equity is difficult for competitors to copy, becoming an
effective entry deterrence strategy. Industry observers and analysts note that
many companies continue to emphasize brand-building activities. For
example, Samsung has been rated by Interbrand, a brand-consulting firm, as
the fastest-growing brand over the past few years ("Yun Jong Yong" 2004).
The CEO of Samsung, Yun Jong Yong, has been instrumental in driving the

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creation of its brand value, claiming, "Our future will depend on our brand
equity."
While brand value creation is generally regarded as a "good thing," we need
to have more concrete measures of brand value appropriation (i.e., extracting
profits from brand value). Merely knowing the effect of brand value on
purchase intent (Cobb-Walgren, Ruble, and Donthu 1995) is inadequate;
rather, we need to understand the financial consequences of brand value
(Chu and Keh 2006; Mizik and Jacobson 2003). According to Keller, "To
practicing managers, it is especially important to develop better measures that
are able to directly relate marketing activity to actual performance" (2001, p.
5). Subscribing to the view that it is essential to make marketing more
financially accountable (Srivastava, Shervani, and Fahey 1998), in this paper
we examine the effects of advertising and brand value on the firm's future
operating and market performance.
There has been a steady stream of research studying the financial impact of
advertising and brand value. Specifically, prior studies examine the
contemporaneous association between advertising expenses and accounting
and stock market returns (Erickson and Jacobson 1992), advertising
expenses and market value of the firm (Chauvin and Hirschey 1993),
advertising and perceived quality (Moorthy and Zhao 2000), perceived quality
and firm value (Aaker and Jacobson 1994), brand attitude and firm value
(Aaker and Jacobson 2001), branding strategy and firm value (Rao, Agarwal,
and Dahlhoff 2004), and brand value and firm value (Barth et al. 1998; Kerin
and Sethuraman 1998; Simon and Sullivan 1993). From these representative
studies, we can make two striking observations: (1) previous research
typically investigates the financial effects of advertising and brand value
separately, and (2) they examine the contemporaneous effect of either
advertising or brand value, but not both, on firm performance.
Our study addresses these two issues. First, it has been shown that
advertising has an important pass-through effect on branding (Sheinin and
Biehal 1999). Advertising influences value creation in a firm by acting as an
appropriation mechanism to build brand names and erect market barriers
deterring competitor entry. The key role of advertising in a firm's
communication strategy in creating brand equity is realized through the

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promotion of ideas, goods, or services. In a practical sense, brand equity
represents the added value the product garners as a result of past
investments in the marketing activity for a brand (Keller 2003). Despite the
argument for this relationship, however, to date the literature has not explicitly
examined the joint effects of advertising and brand value on firm performance.
Chaudhuri (2002) proposes a stylized model of how brand reputation affects
the advertising-brand equity link. Using survey data, he models brand
reputation as a mediator on the effect of brand advertising, brand familiarity,
and brand uniqueness on brand equity outcomes. His results suggest that
advertising directly or indirectly affects brand equity measured as brand sales,
market share, and relative price.
Second, firms spend large amounts annually on advertising and brand value
creation with the expectation of reaping returns in the future. As such, it is
important to examine not only the contemporaneous effect of advertising or
brand value on firm performance, but also their lagged effects. Although it has
been well established that advertising has carryover (or "durable") effects
(Assmus, Farley, and Lehmann 1984; Berkowitz, Allaway, and D'Souza
2001a, 2001b; Clarke 1976), little is known about the carryover effect of brand
value. As noted by Chu and Keh (2006), it is important to test the lagged
effect of brand value. Specifically, this paper extends prior research by
examining the joint effects of advertising and brand value on the firm's future
operating and market performance.
The remainder of the paper is organized as follows. We first review the related
literature on the information value of advertising expense and brand value
estimates. We then present the hypotheses and research models, and
subsequently describe the sample and data. Following the data analysis, we
discuss the theoretical and managerial implications, and conclude with the
contributions, limitations, and future research directions.

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THE INFORMATION VALUE OF ADVERTISING AND BRAND
VALUE
According to Low and Mohr: "To be sure, advertising is vital to brand equity.
However, advertising, per se, is not a sacred cow that should necessarily be
part of every year's marketing allocation. Monies should be allocated to
advertising only if it has a clearly defined role within that year's strategy for
meeting a brand's goals" (1999, p. 72). They reached this conclusion via a
qualitative study using 21 in-depth interviews. Our review of the literature
indicates that previous research has not specifically measured the impacts of
advertising and brand value, and their joint effect, on firm performance. By
examining the effects of advertising and brand value, our work contributes to
the existing literature.
There have been numerous studies, however, on the individual effect of
advertising on the persistence of profits (e.g., Mueller 1990), implying that
excess returns erode more slowly for firms that advertise heavily. For
example, Chauvin and Hirschey (1993) provide evidence that advertising
expense has a positive influence on the market value of the firm. They
suggest that spending on advertising can be viewed as a form of investment
in intangible assets with positive effects on future cash flows. When Erickson
and Jacobson (1992) control for the endogeneity between discretionary
expenditures and profitability, however, they find that advertising generates
substantially lower accounting and stock market returns than indicated in
previous research. In a recent study, Chu and Keh (2006) investigate the
effects of advertising, promotion, and R&D expenses on brand value creation.
They find that these lagged expenses yield diminishing returns to brand value.
Another stream of research looks at the relationship between brand equity
and firm value. According to Simon and Sullivan (1993), financial markets do
not ignore marketing factors, and stock prices do reflect marketing decisions.

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 2. Industry Profile

While human being thought of running faster than the wind and fly higher with

his dreams, then the concept of cars came into his mysterious but solving mind. With

the invention of the wheel in 4000 BC, man’s journey on the road of mechanized

transport had begun. Since then he continually sought to devise an automated, labour

saving machine to replace the horse. Innumerable attempts reached conclusion in the

early 1760s with the building of the first steam driven tractor by a FrenchCaptain,

Nicolas Jacob Cugnot.

It was however left to Karl Benz and Gottlieb Damlier to produce the first
vehicles powered by the internal combustion engine in 1885. It was then that the
petrol engine was introduced, which made the car a practical and safe proposition.
The cars in this period were more like the cars on our roads today. With cars came the
era of speed.

The first ever land-speed record was established about a 100 years back, in
1898. Count Gaston de Chasseloup-Laubat of France drove an electric car (in Archers
near Paris) at a speed of 39.24 miles per hour. This flagged off the era of ‘wheels
racing’, which lasted till 1964, after which jet and rocket -propelled vehicles were
allowed.
Then onwards, it has been one big journey...on the roads.

Indian car industry:

Compare to various countries industries Indian car industry is the fastest

growing car industry. Coming into details India gave birth to its first car on the city
street anticipated from the beginning of twentieth century i.e. in 1898 the first car
rolled on the Indian roads.

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 But the first car that was produced in India is by Premier Auto back
mobile(PAL) in the year 1946 though the Hindustan Motors (HM) was setup in the
year 1942 and PAL was established in 1944 the HM concentrated on auto components
and could produce their first car in the year 1948. By this we can say Indian car
industry is going from strength to strength i.e., Fast, faster, fastest .and there was no
turning back. This can be proved by going into the statistics of the car Industry. Let’s
see the Production trend, sales trend, Exporting trend for five years of Indian car
industry.

CAR PRODUCTION TREND:

Table 1-1: showing production trends in India.

Category 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger 500301 557410 782562 960487 1045881

Cars
Utility 105667 114479 146325 182018 196371

Vehicles
MPVs 63751 51441 60673 67371 66661
Grand Total 669719 723330 989560 1209876 1308913
From the table1-1 the total number of cars produced in the year 2004-
05 are has been increased from 6, 69,719 units and this number has increased to 13,
08,913 units in the year 2008-09.

CAR SALES TREND

Table 1-2: Showing the car sales trends in India.

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Category 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger 509088 541491 696153 820179 882094

Cars
Utility 104253 113620 146388 176360 194577

Vehicles
MPVs 61775 52087 59555 65033 66366
Grand Total 675116 707198 902096 1061572 1143037

Where as from table 1-2 we can observe that the sales of the cars have been
increased from 6, 75,116 units to 11, 43,037 units from the year 2005-2010 and the
growth was nearly 70% from 2004-05 to 2008-09.

EXPORTS TRENDS:

Table 1-3 showing export trends in India.

Category 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger Cars 49273 70263 125320 160670 170193
Utility Vehicles 3077 1177 3049 4505 4486
MPVs 815 565 922 1227 1093
Grand Total 53165 72005 129291 166402 175772

Not only sales & production table 1-3 illustrates that the export of the cars
from India has also been increased from 53165 units to 175772 units
From the above statistics we can say that Indian car industry was growing fast,
faster, fastest among the car industry.
Coming to international car market the ranking was given according to the
sales & percentage of the market share of that particular company. It was shown in the
table1-4.

INTERNATIONAL STATISTICS: (Top Car Manufacturers in the World)

Table 1-4 showing International Statistics.

26
Company Sales (in million vehicles) Market Share
1. General Motors 6.60 15.84
2. Ford Group 4.83 11.64
3. VW Group 4.00 9.65
4. Toyota 3.87 9.32
5. Daimler Chrysler 2.83 6.82
6. Fiat Group 2.61 6.29
7. Nissan 2.29 5.52
8. Honda 2.14 5.15
9. PSA Group 1.85 4.45
10.Others 1.67 4.02
TOTAL 41.49 100
The above table 1-4 shows that Ford is standing 2nd in the international market

with a market share of 11.64

COMPANY PROFILE:

FORD in INDIA

The company has invested heavily in India to give the finest in automobiles. Rs. 1700
crore has been invested in integrated manufacturing plant at Maraimalai Nagar, 45
kms from Chennai. The plant is equipped with state-of-the-art Ford technology in an
area of 350 acres. It has a capacity of 100,000 vehicles per annum.

Ford Motor Company, a global automotive industry leader based in Dearborn,

Mich., manufactures and distributes automobiles in 200 markets across six continents.

With about 300,000 employees and 108 plants worldwide, the company’s core and

affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mazda,

Mercury and Volvo. Its automotive-related services include Ford Motor Credit

Company.

Vehicle Brands:

27
Automotive Service Brands:

The company's world headquarters is in Dearborn, Michigan. Ford Motor Company

officially celebrated its 100th anniversary on June 16, 2003

One of the most essential ingredients for a successful business is

communication. The company strives to keep the public well informed about them,
their products, financial progress, and public policy.
 Focusing on customer satisfaction and loyalty and keeping their promises
 Using their understanding of the market to anticipate customer needs
 Delivering innovative products and services that offer high value in terms of
function, price, quality, safety and environmental performance

The statement given by Bill Ford Chairman & CEO, Ford Motor Company on the
occasion of its 100th anniversary is
"At Ford Motor Company, we have made sustainability a long-term strategic
business priority. The reason is simple: we are a 100-year-old company, and I
want us to become a 200-year-old company. Sustainability is about ensuring that
our business is innovative, competitive and profitable in a world that is facing
major environmental and social changes."

Ford has started its operations in India in the name of FORDINDIA

and there were many dealers for Ford India through out India. and in Andhra Pradesh

28
in Hyderabad city fortune ford is one of dealers for ford with five running models
they are

1. Ford IKON 2. Ford FIESTA 3. Ford FUSION 4. Ford MONDEO

5. Ford ENDEAVOR

Now the company wants to increase the sales of FIESTA. So the dealers are
instructed to take the necessary actions in this direction. So the present study has
undertaken in Fortune ford which is one of the dealers of FORD in Hyderabad city.

Fortune Ford Profile:

Fortune Ford is one of the dealers of FORDINDIA in Hyderabad. Fortune

Ford is a 50:50% Joint Venture set up between two well known and reputed families
in Hyderabad, the Modis and the Babu Khans. Fortune Ford is a blend of experience
and youth. The experience and good will that Mr. Misbahuddin Babu Khan and Mr.
Pramod Modi enjoy blend very well with the youth and energy of the youngsters
Bashir, Ashish, Nirav and Siraj to make Fortune Ford a truly world class Ford
Dealership.

29
 Fortune Ford markets and services the recently launched truly European Ford
Fiesta, the ever-popular Ford Ikon Flair , the No non-sense car Ford Fusion and the
macho SUV the Ford Endeavour through its sales and service outlets at Hyderabad.
The sales outlet is located strategically at Somajiguda next to Eanadu. We have two
service centers, one at Chapel Road, Abids opposite Stanley College and other one at
Fathebagh, Santhnagar. These centrally located outlets provide convenient and easy
access to both the proud owners as well as prospective buyers. The workforce at
Fortune Ford is committed to excellence in serving all esteemed customers.

The Sales Team is made up of dedicated showroom and field executives who
are professionally trained by Ford India Limited. They are adept at guiding the
customer through the entire sales process right from assisting in the choice of model,
colour and features to lending a helping hand in providing attractive buyback options
and also arranging finance at competitive rates.
The Service Centre is armed with the state-of-the art equipment and is in-line
with Ford's exacting Global standards. The service team is technically qualified and
trained to analyze and provide solutions adhering to Quality Care, in order to satisfy
even the most demanding customers.

The Fortune Ford dealership maintains a high standard of excellence in sales

and services by sending its personnel for training on a regular basis to Ford India
Limited, to update them with the latest technological advances in the automotive
sphere.

SHOWROOM:

30
 Fortune Ford has 5000 sq.ft. Centrally air conditioned showroom, located in
the heart of the city in Somajiguda, adjacent to Eenadu office and just opposite to
Khairtabad RTA. This makes convenient for almost every one residing in and around
Hyderabad and Secunderabad.

The facilities offered from the showroom are:

1. Very easy finance facility with in-house finance team to cater to your every car
finance requirements. All the leading finance counters are available like ICICI,
HDFC, KOTAK, SUNDARAM, SBI, etc.
2. Exchange offer for any of your used car. Free spot evaluation for any used car.
3. Professionally trained and courteous sales staff to take care of every relevant need
of the customers.
4. Ford preferred insurance for cashless transactions in the event of claims.
Special offers on Insurance renewals. You can also renew your insurance by just
making call to our Service marketing help line 9848886000.
5. Full range of Ford cars with all colors and models to choose from.
6. A good stock of Ford genuine accessories to make your Ford ownership more
delightful and safe.
7. A well maintained fleet of test drive cars to give you the feel and experience the
drive dynamics on actual driving conditions before take the purchase decisions. You
can call our sales help line for test drive or fill the on-line test drive requisition form.

31
 Fortune Ford is an authorized dealer for Ford India Limited, who are one of
the leading manufacturers of top quality cars in India, with many variants in the
offering.

Product Profile:

32
 Ford Fiesta Offers a potent combination of global styling, superior driving
dynamics, enhanced interior comfort and class leading fuel economy.

The Duratec petrol engine in the Fiesta gives it the fun-to-drive flavour and
enhanced fuel economy through a combination of advanced combustion technology,
minimum weight, and low internal friction. The Ford Fiesta Duratec comes in two
variants - 1.4 Litre is an ideal city car and 1.6 Litre is a joy-to-drive car for the driving
enthusiast.
Ford has further strengthened their market by introducing its proprietary Turbo Direct
Common Rail injection (TDCi) technology in India.

The Fiesta's all- aluminum diesel powertrain is the state of the art version
equipped with new generation TDCi technology. Using the latest two-stage fuel
injection system and an Accelerometer Pilot Control, the Fiesta will create new
standards in turbo-diesel performance.
While being one of the smoothest and quietest diesels in its class, the contemporary
technology is designed to deliver responsive acceleration, fuel economy, and reduced
emissions." The line-up of Ford Fiesta is now available across India.
Ford Fiesta Retail Prices (ex Showroom Hyderabad) (All prices in Rupees)

 Fiesta 1.4 Duratec Exi (Petrol) Rs. 5.69 lakh

 Fiesta 1.6 Duratec SXi (Petrol) Rs. 7.01 lakh
 Fiesta 1.4 Duratorq ZXi (Diesel) Rs. 7.21 lakh

Fiesta 1.6 Duratec Petrol will be available in the super luxury version SXi with
special features such as plush leather upholstery, leather steering, power mirrors,
height adjustable driver seat, 6-CD in-dash premium audio with six speakers and
premium metallic finish on the front fascia.

33
 Fiesta Duratec and Duratorq luxury version ZXi will have on offer plush
fabric upholstery, tilt steering, power windows, power steering, single CD audio with
four speakers, front and rear reading lights and premium metallic finish on the front
fascia.

The 1.4 Duratec EXi is well equipped with tilt steering, power windows,
power steering and distance to empty gauge in instrument cluster.

Fiesta with a potent combination of powerful styling and a 'raring to go' spirit
is set to excite you with its performance and comfort. Once behind the wheel, Ford
believes you will 'Go Fida' over this car. The Urdu expression 'Go Fida' best translates
to a sense of obsession that this car will create when driven.

Whether you are driving on city roads or highways the fiesta’s performance is
spirited and responsive. Contemporary automotive design that perfectly combines
style and solidity. Dura technology, at the heart of the fiesta, ensures every drive is
exciting, smooth and economical. The fiesta also features ABS (Anti-lock brake
system) and EBD (Electronic brake distribution). So when you drive the ford fiesta
you can be sure things are as safe as can be.

Dura Technology:

Dura Technology is a world renowned revolutionary petrol and diesel technology

patented by Ford. It makes the Fiesta more exciting to drive and more economical to
run … or Dura smooth , Dura Vroom and Dura Safe as we prefer calling it.

SAFETY:
Ford Fiesta has been put through the most stringent Ford safety standards which
check against front and rear crashes and fuel system integrity.

COMFORT:

34
The Fiesta has been designed from inside out, resulting in more space than sedans in
the segment. The overall interior design utilizes the advantage of the additional width
of Fiesta's body structure, providing comfort for five people in the passenger
compartment.

GENERAL ELECTRONIC MODULE (GEM):

Imagine Generic Electronic Module as a super computer that controls engine
diagnostics.

POWER CONTROL MODULE (PCM):

A newly designed PCM is standard in Fiesta for improved refinement, lower fuel
consumption and reduced emission.

SAFETUY FEATURE FOR THE ULTIMATE SENSE OF

SECURITY:

The Fiesta was designed from the inside out. The result is more space than sedans

available in the segment. The overall interior design takes advantage of the additional

width of Fiesta's body structure, providing comfort for five adults in the passenger

compartment.

INTERIOR LAMPS:

Courtesy lamps fade as the doors close.

35
REMOTE BOOT RELEASE:

Electronically controlled and only operates if the vehicle is standing still or travelling
at less than 7 kph, as a safety measure.

INSTRUMENT PANEL:

The instrument panel features advanced design with round powerful air vents and
ample storage.

Safety Features for the ultimate sense of security Created with the disciplines of
Ford's shared technology approach, a core team of Indian engineers worked with
product development teams from UK, Germany and Australia on the project. 2/3 of
the Fiesta has actually been designed specifically to suit Indian consumers.

WATER WADING AND BOW WAVE TEST:

The Ford Fiesta was put through intense water wading tests

AC PERFORMANCE:
The Fiesta features a significantly upgraded AC system that delivers class-leading
levels of air-conditioning performance and comfort.

“Whether you're driving on city roads or highways, the Fiesta's performance

is spirited and responsive. The way this car hugs curves and takes off at traffic signals
will set your pulse racing. Engineered specifically to adapt to demanding Indian road
conditions, the Fiesta combines its high stability with exceptional driving comfort.
The suspension is specially turned to better absorb road surface disturbance and
minimize discomfort to passengers”.

36
DATA ANALYSIS& INTERPRETATION

37
5. DATA ANALYSIS& INTERPRETATION:

Flashing of car brands in the minds of respondents

Generally the people having some brands in there minds, which car brand

suddenly flashes in the minds of the respondents when the researcher asked the

question?

Table 4.1:- Percentage of response over the different brands.

Number of Response
S.No Car Brands
respondents percentage
1 Ford 35 35
2 Honda 15 15
3 Tata 20 20
4 Toyota 3 3
5 General Motors 7 7
6 Maruthi 17 17
7 Others 3 3
Total 100 100

38
ANALYSIS:

Table 4.1 displays that ford brand occupies the first place in the minds of the
respondents with a percentage of 35 followed by Tata 20, Maruthi 17, Honda
15,general Motors 7, Toyota and others with 3% respectively. It can be seen in from
the graph 4.1.

Graph 4.1 : showing percentage of respondents thinking about each brand

Flashing of car brand names in the minds of

respondents

35
35

30
Perc
enta

25
ges

20

20 17
15
15
7
10
3 3
5

0
Ford Tata Maruthi Honda General Toyota Others
Motors

Factors that makes to think about a particular product:

There will be some factors which make the people to think about a particular
product for marketing our product it is very important to know about such factors.

39
  BRAND
 SAFETY
 MILEAGE
 PRICING
 DESIGN

Table 4.2:- Influence of the factors that makes to think about a particular
product in percentages.

Factors makes
Number of Response
S.No to think about a
respondents percentage
car
1 Brand 22 22
2 Safety 21 21
3 Mileage 20 20
4 Pricing 22 22
5 Design 15 15
Total 100 100

40
ANALYSIS:

From the table 4.2 it is clear that brand & price of the car with a percentage of
22 each that influences the people to think about a car, after them follows safety and
mileage with 21% and 20% respectively and the remaining 15% is shared by the
design of the car.
This can be seen in the below graph 4.2.

Graph 4.2: showing the percentages of different factors that influences the

respondents to think about a car

41
 Percentage of different factors that influences people to think about a
particular car.

22 22
25 21 20

20
15
Percentages

15

10

0
Brand Pricing Safety Mileage Design

Awareness on Ford Fiesta:

It is very necessary to know that weather the respondents are aware of the
company and its products.

42
Table 4.3:- Number of respondents aware of FORD company.

S.No Are you aware of FORD as a Number of Response in

car manufacturing company respondents Percentage

1 Yes 100 100
2 No 0 0
Total 100 100

ANALYSIS:

From the table 4.3 it was concluded that out of 100 respondents all of them
know FORD as a car manufacturing company. This is represented in the graph 4.3.

Graph 4. 3: percentage of respondents aware of FORD

Awarness about the FORD company

No
0%

Yes
No

Yes
100%

Different Sources of information:

Now-a-days there are different information sources through which we can

know about any thing. There is a need to know through which source of information
respondents came to know about the Ford Company

Table 4.4:- Percentages of different sources of information through which

respondents came to know about FORD.

43
S.No Source of Number of Response in

Information respondents percentages

1 News paper 30 30
2 Television 20 20
3 Magazines 15 15
4 Internet 5 5
5 Word of Mouth 15 15
6 Fortune Ford
15 15
Executives
Total 100 100

ANALYSIS:

Table 4.4 displays the percentage share of different information sources in

distributing the information. In this Newspaper occupies first place with a percentage
of 30 followed by television, fortune ford executives, magazines, word of mouth and
internet with 20%, 15%, 15%, 15% and 5% respectively. This is shown in the graph
4.4.

44
Graph 4. 4: Percentages of different sources of information through which

respondents came to know about FORD.

S ourc e of A warnes s about Ford

From Fortune F ord

E x ec utives , 15

News P aper, 30

W ord of M outh, 15

Internet, 5

Televis ion, 20
M agaz ines , 15

Choice of customers among the variants of FORD:

Freedom should be given to the customer to choose from the different

variants produced by the same company. Here let us see which is the brand that the
respondent is going to choose from the Ford car brands when a researcher approaches
him/her.

Table 4.5:- Showing the Choice of respondents among the variants of FORD

45
S.No Car variants Number of Response in

respondents percentages
1 Fiesta 38 38
2 Ikon 23 23
3 Fusion 14 14
4 Mondeo 5 5
5 Endeavour 20 20
Total 100 100

ANALYSIS:

Table 4.5 says that out of 100 respondents 38% choose Fiesta, 23% chooses
Ikon, 20% choose Endeavour, 14% choose Fusion, and 5% choose Mondeo in FORD
cars. The selection percentage is shown in the graph 4.5

Graph 4.5: Showing the percentage of choice of Choice of customers among the
variants of FORD

46
 Choice of customers among the Variants of FORD

Mondeo
5%
Fusion
14%

Fiesta
38%

Endeavour
20%

Ikon
23%

Reasons behind selecting a particular Variant in a same company:

There will be some factors which make the people to think about a particular
brand. For marketing our product it is very important to know about such factors.

47
Table 4.6:- Influence of the factors that makes to think about a particular product in

percentages.

Factors makes to Number of Response

S.No
think about a car respondents percentage
1 Safety 27 27
2 Mileage 24 24
3 Pricing 21 21
4 Design 28 28
Total 100 100

ANALYSIS:

From the table 4.6 it is clear that design of the car with a percentage of 28% that
influences the people to think about a particular brand, after that follows safety with a
percentage of 27%, mileage with 24% and the remaining 21% is shared by the price
of the car. This can be seen in the below graph 4.6.

Graph 4. 6: showing the percentage of Factors behind selecting a particular

brand among the different variants available in FORD

48
 Factors behind selecting a particular brand among the different variants
available in FORD

28
27
30 24
21
25

20

15

10

0
Pricing Safety Mileage Design

Number of respondents saw the Ford Fiesta advertisement:

49
 Before going to evaluate the effectiveness of the advertisement we have

to know whether the respondents has seen the advertisements.

Table 4.7:- Number of respondents seen the FORD FIESTA advertisements.

Have you seen the FORD Number of Response in

S.No
FIESTA advertisement? respondents Percentage
1 Yes 100 100
2 No 0 0
Total 100 100

ANALYSIS:

From the table 4.7 it is clear that 100% of the respondents have seen the
FORD FIESTA advertisement. This can be represented by the using graph 4.7.

50
Graph 4. 7: Graph showing the respondents percentage who have seen the

FORD FIESTA advertisements

Have you seen the FORD FIESTA advertisment

No
0%

Yes
No

Yes
100%

Effectiveness of FORD FIESTA advertisements:

Advertisement plays a vital role in marketing a product. So if the

advertisements are more effective the sales of that product also will be high. So there
is a need for evaluating the effectiveness of FORD FIESTA advertisements to know
its effectiveness.

Table 4.8:- Evaluating the effectiveness of present FORD FIESTA

advertisements.

S.No How effective is FORD FIESTA Number of Response in

51
 advertisements’ are? Respondents Percentage
1 Highly effective 25 25
2 Effective 55 55
3 No impact 20 20
Total 100 100

ANALYSIS:

Table 4.8 says that 25% of the respondents have opined that FORD FIESTA
advertisements are highly effective, 55% opined that FORD FIESTA advertisements
are Effective and remaining 20% opined that they have No impact. The graphical
representation of the above table is shown in Graph 4.8.

Graph 4. 8: Effectiveness of FORDFIESTA advertisements.

How effective are the present FORD FIESTA advertisments are

No Impact
20%

Effective
55%
Highly Effective
25%

Best Medias for reaching today’s customer:

Different Medias will have impact no different people so we have to find out
the media which have equal impact on every people. For advertising the product.

Table 4.9:- Table showing the response on best media to reach today’s customer.

52
S.No Best Media Number of Response in percentage
respondents
1 Print Media 30 30
2 Television 30 30
3 S.M.S 15 15
4 Internet 5 5
5 Others 20 20
Total 100 100

Table 4.10:- Response of respondents of different age group on best Medias for
reaching today’s customers.

Age Print
Television S.M.S Internet Other Total
Group Media
25-35 5 10 12 3 - 30
36-45 15 10 3 2 15 45
46-55 10 10 - - 5 25
30 30 15 5 20 100

ANALYSIS:

From the table 4.9 we can see that television has a consisted percentage of
response among the advertising media irrespective of the age group followed by print
media 30%, S.M.S 15%, Internet 5% and other media of communication 20%. The
graphical representation for this is shown in graph 4.9.

53
Graph 4. 9:- the response on best media to reach today’s customer

Best advertising media to reach todays Customer

Others
20%
Print Media
30%

Internet
5%

S.M.S
15%

Television
30%

Type of information you expected by the customer regarding the car from

its advertisements:

People see advertisement expecting some information relating to that car. So it

is the response of the company to give relevant information through there
advertisement.

54
Table 4.11:- Percentage of type of information that a customer expects regarding
a car from its advertisement.

S.No Type of Information Number of Response in

respondents percentage

1 Price
36 36

2 Mileage
20 20

3 Safety aspects
15 15

4 Benefits
14 14

5 All the above

15 15

Total
100 100

55
ANALYSIS:

Table 4.11 displays the percentages of different types of information that a respondent
wants to know regarding a car from its advertisements. In those information Price of
the car standards first with a percentage of 36% followed by Mileage 20%, Safety
aspects 15%, Benefits( like exchange, financial assistance etc.,)
14% and remaining 15% of the respondents expects all the above information to be
communicated through the advertisement.

Graph 4. 10: Percentage of type of information that a customer expects

regarding a car from its advertisement.

Type of infromation taht a customer expects regarding a car from its

advertisments

36
40

35
30
20
Percentages

25
15 14 15
20
15

10

5
0
Price Mileage safety aspects Benefits All the above

Suitability of tag line “Go fida with Fiesta” for FIESTA:

56
Tag line for a product indicates the attributes of a particular product. Here also Fiesta
has a tag line “go fida with fiesta”. What is response of the respondent when a
researcher asked him/her for the suitability of that tag line?

Table 4.12:- Opinion on the suitability of tag line “Go fida with Fiesta” for
FIESTA?

Number of the Response in

S.No Suitability response
respondents percentages
1 Perfectly 25 25
2 Suitable 15 15
3 Not Suitable 5 5
4 Can’t say 55 55
Total 100 100

ANALYSIS:

Table 4.12 says that 25% of the respondents opined that the tag line is
perfectly suitable for Fiesta, 15% opined that it is suitable, 5% opined that it is not
suitable and remaining 55% said they can’t say any thing. The below graph 4.11
represents the above table 4.12.

57
Graph 4. 11: Opinion on the suitability of tag line “Go fida with Fiesta” for

FIESTA

Is the tagline "Go fida with Fiesta" is suitable for FIESTA

55
60

50

40
Percentage

25
30
15
20
5
10

0
Perfectly suitable Suitable Not suitable Can't say

Note: In 100 respondents 45 are existing customers of FORD FIESTA and

remaining are non-customers of FIESTA.

Creation of publicity for a product:

In the present scenario creating publicity for a product is very important to

increase the sales of that product.

58
Table 4.13:- How can we create publicity for a product?

Number of the
S.No Publicity sources Response in percentage
respondents
1 Brand 45 45
2 Brand Ambassador 55 55
Total 100 100

ANALYSIS:

From the table 4.13we can see that 55% of the people opined that publicity for
a product can be created through its brand ambassador and the remaining 45% opined
that publicity for a product can be created through its brand. The graph 4.12 for the
above table is given below.

59
Graph 4. 12: Sources of publicity creation for a product.

How can we create publicity for a product

Brand
45%
Brand Ambasidor
55%

Suitability of Abhishek Bachan as brand ambassador for FIESTA:

For promoting any brand into the market we need a brand ambassador. So for

fiesta company has selected AbhishekBachan as its brand ambassador. So there is a

need to verify the suitability of AbhishekBachan as the brand ambassador for

FIESTA.

60
Table 4.14:- Response of people on the verification of the suitability of Abhishek

Bachan as brand ambassador for FIESTA.

Number of
S.No Response Response in percentage
respondents
1 Perfectly Suitable 22 22
2 Likely Suitable 30 30
3 Not Suitable 38 38
4 Can’t say 10 10
Total 100 100

ANALYSIS:

From the table 4.14 we can see that out of 100 respondents 55% of the said

that AbhishekBachan was suitable as brand ambassador for FIESTA and 38% opined

that he is not suitable for that and remaining 10% said that they can’t say any thing.

The graph 4.13 shows the representation of table 4.14.

61
Graph 4. 13: Response of people on the verification of the suitability of

AbhishekBachan as brand ambassador for FIESTA.

Is Abhishaik Bachan is suitable as brand ambassador for FIESTA?

38

40
30
35

30
22
25
Percentage

20
10
15

10

0
Impact of AbhishekBachan
Perfectly suitable on the sales of FIESTA:
Suitable Not suitable Can't say

Directly or indirectly some people are influenced by the brand ambassador in

buying a car or any other products. Keeping that in view they select brand ambassador
for there product. Thinking that sales will grow high.

62
Table 4.15:- Impact of AbhishekBachan on the sales of FIESTA

S.No Response Number of respondents Response in percentage

1 Yes 50 50
2 No 20 20
3 Can’t say 30 30
Total 100 100

ANALYSIS:

Table 4.15 shows that 50% of the respondents said that AbhishekBachan has

his impact on the sales of the Fiesta whereas 20% said that there is no impact of

Abhishekbachan on the sales of Fiesta and remaining 30% said that we can’t say any

thing on this. This is shown in the graph 4.14.

63
Graph 4. 14: Graph showing the response for the Impact of AbhishekBachan on the

sales of FIESTA

Is there any Impact of Abhishaik Bachan on the sales of FIESTA

Can't say
30%

Yes
50%

No
20%

64
 Number of Response in
S.No Brand Rank
respondents percentage
1 Ford 1 25 25
2 Tata 6 9 9
3 Toyota 5 11 11
4 Hundai 3 15 15
5 Maruthi 4 13 13
6 Mahindra 8 2 2
7 General 7
5 5
Motors
8 Honda 2 19 19
9 Others 9 1 1
Total 100 100

Ranking of Companies by the respondents:

65
Table 4.16:- Ranking of companies with respect to there advertisements based on

response percentage.

ANALYSIS:

Table 4.16 shows that Ford was ranked 1st followed by Honda 2nd, Hundai 3rd,
Maruthi 4th, Toyota 5th, Tata 6th, General Motors 7th, Mahindra 8th and others 9th. The
response percentage and ranking is shown in the graph 4.15.

Graph 4. 15: Ranking of companies with respect to there advertisements based

on response percentage

66
 Ranking of car according to the response percentage with resepect to
there advertisments
25
25

19
20
Percentages & ranks

15
15 13
11
9
10 8 9
6 7
5 5
3 4
5 2 2
1 1

0
Ford Honda Hundai Maruthi Toyota Tata General Mahindra Others
Motors

Percentage Ranks

FINDINGS:

 From the survey it was found that 35% of people think about ford, 15% of the
people thinks about Honda, 20% of the people thinks about Tata, 3% about
Toyota, 7% about General Motors, 17 % think about Maruthi, and remaining
3% thinks about rest of the brands. There are different reasons for this which
influences them to think about that particular brand.

 The reasons are clear that Brand and the price of the product are the main
things that make a customer to think about a particular, mileage and safety
measures are next to these features to make a customer to think about a
product, and then come the design of the product.

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 Out of 100 respondents all the people knows about Ford as car manufacturing
company

 In the research it was found that Newspaper occupies first place with a
percentage of 30 followed by television, fortune ford executives, magazines,
word of mouth and internet with 20%, 15%, 15%, 15% and 5% respectively in
spreading the news about FORD.

 There are five models in Ford and out of 100 people 38% chooses Fiesta, 23%
chooses Ikon, 14% chooses Fusion, 5% chooses Mondeo, 20% chooses
Endeavour in Fore cars

 There are different reasons for this which influences them to think about that
particular brand. 28% said it is the designee of the product, 27% said they are
safety aspects, 24% said it is mileage and next to this come pricing of the
product with a percentage of 21.

 Out of 100 respondents all the respondents have seen the Ford advertisements
and the response percentage is 100%.

 80% the ford advertisements are Effective than compared to other car
advertisements. The remaining 20% says that Ford advertisements have no
impact on them.

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 In this 30% of the respondents came to know about Ford through Print Media,
30% through Televisions, 5% through S.M.S , 5% through Internet, 20%
through the company executives of Fortune Ford and remaining from other
means. We can see that Television has a consistence percentage of rating
among the advertising media irrespective of the age group.

 The type of information that a customer expects from the advertisements is

36% of people wants to know about the price of the product, 20% about
mileage, 15% about safety aspects, 14% about the Offers given by the
company(like exchange, Financial assistance etc.,), and 15% of the people
wants to know about all the above mentioned information.

 Out of 100 respondents 25 said that the tagline “Go Fida with FIESTA” is
perfectly suitable for FIESTA. 15 said that it is suitable and 5 said that it is not
suitable and the rest 55 members are not commented any thing in this matter.

 From the analysis it was drawn that 55% of the people has opined that
publicity for a product can be created through its brand ambassador and the
remaining 45% opined that publicity for a product can be created through its
brand.
 we can see that out 100, 52% of the people said that Abishake Bachan was
suitable as brand ambassador for FIESTA and 38% of the respondents say that
he is not suitable (instead of Abishake Bachan some local popular Figure will
increase the sales in any geographical area) and 10% said they can’t say any
thing..
 Over all 50% of the respondents says the brand ambassador (Abishake
Bachan) has his Impact on the sales of the FIESTA and 20% said there is no
impact and 30% said they can’t say any thing.

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  Only 55% of the respondents know that FORD FIESTA has entered into the
Limca Book of records.

 Finally Ford was ranked as 1 with respect to its advertisements among its
competitors.

SUGGESTIONS:

After the analysing the data gather through the survey, and from the observations it
was found that the overall branding and advertisement for FORD FIESTA is good in
addition to this the following suggestions are proposed:

1 In an attempt to maintain good relations with customers advertising which

is a part of marketing channels plays a major role and it is most important
for the company. So they should maintain the tempo & regularly try to
improve it.

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 2 Advertising should not only be made through paper, road shows, TV’s but
also through hoardings & cut-outs and other source of communication.

3 For increasing their sales the company should provide one or two event
programs in a month which makes the company to spread the information
to the large no of customers

4 To increase the sales company can have to take local popular figures as its
brand ambassador Ex: In Andhra Pradesh any of the present heroes can
play as ambassador role to communicate the information to the local
people.

5 To increase the effectiveness of the adds Ford has to mention the price,
mileage, safety aspects of FIESTA in its adds.

6 Sales personal should be upgrade regularly with all the technical

information and new pricing list about the vehicle so that they can be in a
state to answer the all question posed by the Customer.

CONCLUSIONS:

With the above survey and subsequent information gathered it can be

concluded that.

1. There is untapped potential in the car market.

2. There is high brand awareness for ford products.

3. It was found that the respondents /customers were not

aware of the additional features offered by ford in

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 comparison with other competitive brands.

4. The customers are most comfort conscious than price

Sensitive.

Good______________I’m J.Pradeep from MESCO INSTITUTE OF

MANAGEMENT. As a part of M.B.A curriculum, I am doing
a project on “Branding and Advertisement for Ford Fiesta”
on behalf of Fortune Ford. I am doing this survey for the
award of Master degree in Business Administration. Kindly,
co-operate, the information given by you will be used for
academic purpose only.

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 QUESTIONNAIRE FORM
Owner’s name:
Tel No.
Address:
Vehicle Owned: Santro / Accent / Sonata
Regd. No.
Date of purchase:
Kms. Covered
Date of Visit:
Servicing Station:
Location:

Questionnaire

1) Which is the name that flashes in your mind when talking about automobile
industry particularly about cars

(a) Ford ( ) (b) Honda ( ) (c) Tata ( ) (e) Toyota ( )

(f) General Motors ( ) (g) Maruthi ( ) (h) Others ( )

Why? ________________________________________
2) Are you a customer of Ford? Y/N ( )
Do you know about ford? Y/N ( )

3) If no, have you ever tried to know about Ford? Y/N ( )

4) How do you know about Ford

(a) News Paper ( ) (b) Television ( ) (c) Magazine ( ) (d) Internet ( )

(e) Word of mouth( ) (f) From Fortune Ford Executives ( )

5) Do you think advertisements influence the sales? Y/N ( )

6) Which model car would you like to have in Ford cars

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 (a) Fiesta ( ) (b) Ikon ( ) (c) Fusion ( ) (d) Endeavour ( )
(e) Mondeo ( )
7) Have you seen Ford Fiesta advertisement? Y/N ( )

8) If yes, how effective do you think the Ford Fiesta advertisement is?

(a) Highly Effective ( ) (b) Effective ( ) (c) No impact ( )

9)Which type of advertising channel is best to reach today’s customer?

(a) Print Media ( ) (b) Television ( ) (c) Internet ( ) (d) SMS ( )

(e) Others ( )
10) What information do you expect from any car advertisements?
(a) Price of the product ( ) (b) Mileage ( ) (c) safety aspects ( )
(d) Offers ( ) (e) All the above ( )

11) How do you think the tagline “Go Fida with Fiesta” is suitable for Fiesta?

(a) Perfectly suitable ( ) (b) Suitable ( ) (c) Can’t Deicide ( )

12) How can we create publicity for the Fiesta?

(a) Brand ( ) (b) Brand Ambassador ( )

13) Is Abishake Buchan is suitable as brand ambassador for Fiesta?

(a) Perfectly ( ) (b) likely ( ) (c) Not suitable ( ) (d) Can’t say ( )

14) Is there an impact of Abishake Buchan on the sales of Ford Fiesta?

Yes ( ) No ( ) can’t say ( )

15) If not Suitable, Whom do you suggest in the place of Abishake Buchan as the
brand ambassador of fiesta
_________________________________________

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16) How do you rank the following Brands when compare with respect to the
advertisements. (Note: rank: 1, 2, 3...9)

Ford ( ) Tata ( ) Toyota ( ) Hyundai ( ) Maruthi ( )

Mahindra ( ) G.M ( ) Honda ( ) Others ( )

17) Do you know that FORD FIESTA has entered into the book of WORLD
RECORDS for its greater mileage? Y/N ( )

18) Do you suggest any changes to be made in Ford Fiesta Advertisement?

________________________________________________________

YOUR VALUABLE SUGGESTIONS & COMMENTS FOR FORTUNE FORD

Demographic:

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 Name: _________________________________________Age:
______________
Working as/business: ________________________Experience:
______________
Ph No: _____________________E-mail Id:
______________________________
Address: _____________________________________________________

Bibliography:

 Philip kotler- Marketing Management-12th edition 2007, PHI, New Delhi.

 Rajan Saxena-Marketing Managemnet-4th edition 2004, TMH- New Delhi.
 Tapana.K.Panda-Marketing Management-2nd edition 2007, Excel Books,
New Delhi

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  Rajeev Batra, John.G, Myers, David.A.Aaker-Advertisement Management-
5th edition 1999, PHI, New Delhi.
 Cravens.Hills.Wood Ruff-Marketing Management-AITBS Publishers and
Distributors, New Delhi.
 Aaker,Kumar,Dankundli-Marketing Research-7th edition, John Wiley&
sons, New Delhi.
 Nirmal Kumar-Marketing as Strategy, HBS Press, New Delhi.
 Subhash.C.Jain-Marketing Planning and Strategy-6th edition 2007, Thomson,
Chennai.
 George.E.Belch & Michael.A.Belch-Advertising and Promotion-13th edition
2007, TMH, New Delhi.
 S.H.H.Kazmi, satish.k.Batra, Advertising and sales promotionsj-2nd edition
2007, Excel Books, New Delhi.
Web Sites:
 www.autoindia.com
 www.fordindia.com
 www.fortuneford.com
 www.ford.com .

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