A Case Study On Mahindra's Blue Sense Application Project by Rohit

Marketing strategies of leading Indian automobile companies
MARKETING STRATEGIES OF LEADING INDIAN AUTOMOBILE

COMPANIES A CASE STUDY OF MAHINDRA & MAHINDRA LTD
Project Report submitted in partial fulfilment of the requirements for the
award of the Degree of
MASTER OF BUSINESS ADMINISTRTION
Of
BANGALORE UNIVERSITY
By
Mr. ROHITH.R
Reg. No. 14XECMD063
Under the guidance of
MS.VIDYA.S.PATIL
FACULTY MEMBER
Bangalore University
2015-2016
Page 1
DECLARATION BY THE STUDENT
I hereby declare that Marketing strategies of leading Indian automobile companies; A case study
of Mahindra & Mahindra Ltd is the result of the project work carried out by me under the
guidance of MS.VIDYA.S.PATIL and Prof. NISHA RAJAN in partial fulfillment for the award of
Masters Degree in Business Administration by Bangalore University.
I also declare that this project is the outcome of my own efforts and that it has not been submitted
to any other University or Institute for the award of any other degree or diploma or Certificate.
Place: Bangalore
Name: ROHITH.R
Date: 12/8/15
Register Number: 14XECMD063
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ACKNOWLEDGEMENT
I utilize the opportunity to express heartfelt thanks to Dr. S.M. VENKATPATHI, Chairman, East
point group of institutions Bangalore. DR. T.N. ROOPA Director, East Point College of higher
education and Prof. NISHA RAJAN H.O.D, Department of management studies for their valuable
encouragement in carrying this project.
My special words of thanks to my Internal guide Ms VIDYA.S.PATIL Faculty member,

Department of management studies, who has helped me a lot in completing my project through
her constant encouragement and valuable suggestions
I thank all other faculty members of the department of management studies for their continuous
support in carrying out all my project activities.
I offer my humble, sincere and great thanks to my beloved parents who are the never ending source
of inspiration to me.
Place: Bangalore
Name: ROHITH.R
Date: 5/9/15
Reg. No: 14XECMD063
Page 3
TABLE OF CONTENTS
Sl.No
Contents
Page.
NO
Introduction Topic , industry
1- 4
Research Design
5- 9
2.1 Statement of problem

2.2 objectives
2.3 Need and relevance of the study
2.4 Methodology of the study
2.5 Review of literature
3
Analysis and Interpretation
25- 31
Findings and suggestions
32
Detailed account of work done in 30 days
33
Experiential learning
34
Conclusion
35
Bibliography
Page 4
INTRODUCTION
The automobile manufacturing industry in India dates back to 1948. At that time there were just
three companies manufacturing passenger cars i.e. Premier Automobiles in Mumbai, Hindustan
Motors (HM) in Kolkata & Standard Motors Products India in Chennai. In early years the Indian
automobile Industry faced several challenges and road blocks to growth because in those days
automobile manufacturing was subject to restrictive tariff structure, strict licensing and limited
avenues for expansion. Due to lack of competition initially the prices of cars were extremely high.
And the customers had to wait for a long period of time for car. Before Independence India was
considered as a market for imported vehicles. In the 1950s the arrival of Tata Motors, Mahindra
& Mahindra & Bajaj Auto led to steadily increasing vehicle production in India.
In 1953 the government of India and the private sector launched efforts to create an automotive
component manufacturing industry to supply to the automobile industry. By the end of 1970s,
significant changes in the automobile industry were witnessed. After 1970 the automobile industry
started to grow, but that growth was mainly driven by scooters, tractors and commercial vehicles.
In 1983, the government of India made a tie-up with Suzuki Motor Corporation of Japan to
manufacture low-cost cars in India. The Maruti 800 which is still known rolled out the factory of
Maruti Udyog Limited in December 1983 and changed not just Indias automobile industry but
also the way people commuted and travelled. In 1990s through liberalization initiatives India
opened its gates for all the countries and in 1993, the government followed up its liberalization
measures with noteworthy reductions in the import duty on automobile components. Today the
Indian automobile market has a mix of large domestic automobile players like Tata Motors,
Mahindra & Mahindra, Bajaj, Hero Motocorp, Ashok Leyland and major international giants
including Suzuki, Honda, BMW, Audi, DaimlerChrysler, Volvo, Hyundai, Toyota, Nissan,
General Motors and Ford etc.
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INDUSTRY PROFILE
AUTOMOBILE INDUSTRY
In the year 1769, a French engineer by the name of Nicolas J. Cannot invented the first
automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, military
tractor that made the use of a steam engine. The range of the automobile, however, was very
brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these
automobiles were not fit for the roads as the steam engines made them very heavy and large, and
required ample starting time. Oliver Evans was the first to design a steam engine driven
automobile in the U.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and
1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were amongst
the first to invent more applicable automobiles, making use of non-rechargeable electric batteries
in 1842. Development of roads made travelling comfortable and as a result, the short ranged,
electric battery driven automobiles were no more the best option for travelling over longer
distances.
The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of
cars. This led to the development of the industry and it first begun in the assembly lines of his car
factory. The several methods adopted by Ford, made the new invention (that is, the car) popular
amongst the rich as well as the masses.
According the History of Automobile Industry US, dominated the automobile markets around
the globe with no notable competitors. However, after the end of the Second World War in
1945, the Automobile Industry of other technologically advanced nations such as Japan and
certain European nations gained momentum and within a very short period, beginning in the
early 1980s, the U.S Automobile industry was flooded with foreign automobile companies,
especially those of Japan and Germany.
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The current trends of the Global Automobile Industry (GOI) reveal that in the developed countries
the Automobile Industries are stagnating as a result of the drooping car markets, whereas the
Automobile Industry in the developing nations, such as, India and Brazil, have been consistently
registering higher growth rates every passing year for their flourishing domestic automobile
markets.
On the car dealership side, giant, nationwide holding companies have acquired the best dealers in
major markets. Even the used car business is being taken over by national chains.
AUTOMOBILE INDUSTRY IN INDIA
Driving the most luxurious car has been made possible by the stiff competition in the automobile
industry in India, with overseas players gathering the same momentum as the domestic
participants.
Every other day, we have been hearing about some new launches, some low cost cars all
customized in a manner such that the common man is not left behind. In 2009, the automobile
industry is expected to see a growth rate of around 9%, with the disclaimer that the auto industry
in India has been hit badly by the ongoing global financial crisis.
The automobile industry in India happens to be the ninth largest in the world. Following Japan,
South Korea and Thailand, in 2009, India emerged as the fourth largest exporter of automobiles.
Several Indian automobile manufacturers have spread their operations globally as well, asking for
more investments in the Indian automobile sector by the MNCs.
The first motor car on the streets of India was seen in 1898. Mumbai had its first taxicabs in the
early 1900. Then for the next fifty years, cars were imported to satisfy domestic demand. Between
1910 and 20's the automobile industry made a humble beginning by setting up assembly plants in
Mumbai, Calcutta and Chennai. The import/assembly of vehicles grew consistently after the
1920's, crossing the 30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned the
distinction of manufacturing the first car in the country by assembling 'Dodge Desoto' and
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'Plymouth' cars at its Karla plant. Hindustan Motors (HM), which started as a manufacturer of auto
components graduated to manufacture cars in 1949.
MUL introduced 'Marti 800' in 1983 providing a complete facelift to the Indian car industry. The
car was launched as a "peoples car" with a price tag of Rs40, 000. This changed the industry's
profile dramatically. Marti 800 was well accepted by middle income families in the country and
its sales increased from 1,200 units in FY84 to more than 200,000 units in FY99. However in
FY2000, this figure came down to 189,184 units, due to rising competition from Hyundai's 'Santo',
Telco's India and Daewoo's 'Mates'.
Many companies have entered the car manufacturing sector, to tap the middle and premium end
of car industry. The new entrants are Daewoo (Mates), Telco (India) and Hyundai (Santo) in upper
end of economy car market. GM, Ford, Peugeot, Mitsubishi, Honda and Fiat have entered the midsized car segment and Mercedes-Benz is in the premium end of market. Car manufacturers like
Malaysia based Proton are also in line to hit the Indian ramp.
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RESEARCH DESIGN
2.1 STATEMENT OF PROBLEM

The problem here in this study is to show how those companies i.e. Tata motors, Mahindra ,Bajaj
, Maruti Suzuki, Ashokh Leyland, TVS, Hero motocorp still rule the Indian Market without
losing their strive towards success. And to know the various marketing strategies that are helping
them to survive in the market forever. Further a case analysis on the marketing strategies of
mahindra and mahindra ltd is conducted.
2.2 OBJECTIVES OF STUDY
To find out various types of marketing strategies taken by leading Indian Automobile
companies
To study the post liberalization scenario of the automobile industry in India and the
existing marketing strategies being adopted by the automobile manufacturers.
. To study the effectiveness of these marketing strategies by analyzing the impact on

consumer in terms of their brand choice, satisfaction and loyalty intention.
To conduct a research about blue sense application available in Mahindra XUV500 car
and measure its popularity among customers
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2.3 NEED & RELEVENCE OF THE STUDY

This study mainly deals with the marketing strategies followed by several leading automobile
companies of India. The collected information relating to the marketing strategies of Indian
automobile industry reveals that how a business organisation can survive in the market.
Marketing strategies plays very important role in the existence of a business organisation. It is
the only way to enter into the mind of potential customers. While dealing with all these facts it
explains that there are some specialities or uniqueness in marketing strategies followed by
Mahindra motors.
So it is more helpful doing a case study on it rather than gaining information from the company
directly
If a company has a unique marketing strategy then its clear that it would have a separate
existence in market.
2.4 RESEARCH METHODOLOGY

Meaning of research: Systematic investigative process employed to increase or revise
current knowledge by discovering new facts. It is divided into 2 general categories: 1) Basic
research is inquiry aimed at increasing scientific knowledge and 2) applied research is effort
aimed at using basic research for solving problems or developing new processes, products, or
techniques.
Types of research: a) QUANTITATIVE RESEARCH: In natural sciences and social

sciences, quantitative research is the systematic empirical investigation of observable
phenomena via statistical, mathematical, or computational techniques.
b) QUALITATIVE RESEARCH: Qualitative research is designed to reveal target audiences
ranges of behaviour and the perception that drive it with reference to specific topic or issues.
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TYPES OF DATA
PRIMARY DATA: Data gathered by researcher in the act of conducting research. This is
contrasted to secondary data, which entails the use of data gathered by someone other than the
researcher information that is obtained directly from first-hand sources
SOURCES: surveys, observation or experimentation. Primary data is basically collected by
getting questionnaire filled by the respondents.
SECONDARY DATA: Information that already exist, have been collected for another purpose.
SOURCES: Sources include census reports, trade publications, and subscription services
Secondary source of data used consists of books and websites
SAMPLING: It concerned with the selection of a subset of individuals from within a statistical
population to estimate characteristics of the whole population
UNIVERSE AND SAMPLE SIZE
The universe of the study limited to Indian automobile industry and some leading Indian
automobile companies too. Sample size is limited to 50 Respondents
SAMPLING METHOD:
CONVENIENCE SAMPLING: It is a non- probability sampling technique where subjects are
selected because of their convenient accessibility and proximity to the researcher.
TOOLS FOR ANALYSIS
Data collected is analysed by using charts & graphs
.
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LIMITATIONS OF THE STUDY
As the period of the project is given as 4 weeks, the project has been conducted
within four weeks.
The chance of biased response cant be eliminated even though all necessary steps
were taken to avoid the same.
The sample size selected for the project is 50.
Considered leading Indian automobile companies only, failed to include all

companies due to lack of time and page restriction
2.5
REVIEW OF LITERATURE
Sumit Jain & Dr.R.K.Garg, in their research paper described about current scenario of automobile
industry and challenges facing by Industry. They pointed that, the companies have to shorten
product lifecycles in order to react to the expectations of individualize and fast changing consumer
demands with innovative products, and the integration of strategic partners with more
responsibility into the value chain should be intensified.
Exim banks occasional paper highlighted that the global financial meltdown of the year 2008 has
created a precarious condition across various sectors, which has forced countries and industries to
take a fresh look at their future strategies. The paper also pointed out that the Indian automotive
industry holds significant scope for expansion, both in the domestic market, where the vehicle
penetration level is on the lower side as compared to world average and in the international market,
where India could position itself as a manufacturing hub.
Rajkumar Gautam & Sahel Raj, in their research paper depicted the scenario of automobile sector
of the world and India. In their paper they have investigated that the globalization process has
affected the sector in all the areas of manufacturing, sales, personal research & development and
financing. They also concluded that, in order to meet the challenges posed by globalization the
Page 12

Indian automobile manufacturers need to ensure the technological advancement, appropriate
marketing strategies and adequate customer care feedback system in their organizations.
P Krishnaveni in her article focuses on the current details and some future plans of Maruti Suzuki
India Ltd. The article also highlighted the various innovation of company like introduction of
Electronic power Steering (EPS), introduction of superior quality of 16*4 hyper tech engines
TOP 7 AUTOMOBILE COMPANIES OF INDIA

1. TATA MOTORS: It is a leading automobile company of India, manufactures car, buses, trucks
and military vehicles. Company was started in 1945 and has head quarters in Mumbai.
2. MAHINDRA & MAHINDRA LTD.: It is a global automobile company, established in 1945.it

has ranked among top 10 most trusted brands in India according to the brand trust report.
3. MARUTI SUZUKI: company was founded in 1981 and captured 37% of Indian 4 wheeler
market. Its head quarters is in Delhi and more than 6000 employees have associated with it
4. HERO MOTOCORP: its a scooter motorcycle manufacturing company. Initially it was joined
with Honda of Japan. In 2010 Honda decided to move away from the joint venture. and in 2011
company has renamed as hero motocorp.
5. BAJAJ AUTO LTD: it is a prominent Indian manufacturing company. It was started in 1930
by jamnalal Bajaj.
6. ASHOK LEYLAND: Established in 1948, head quarters are in Chennai. Company is a part of
eminent hinduja group.
7. TVS MOTOR COMPANY: It was established in 1978 and headquarters is in Chennai
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THIS IS WHY THEY ARE STILL RULING INDIAN MARKET...
TATA MOTORS
Advertising strategies
Advertisement has been employed as the foremost tool among the marketing strategies of Tata
motors. Tata Motors were extremely successful in the producing the brand image, by employing
several marketing strategies, including using prominent celebrity as their spokesperson. Tata
Motors has provided numerous pioneering attributes, like installing a camera at the car rear to
provide assistance during reversing.
Development of Brand Image
. Tata Motors products have been associated with high performance, economical, and durability
due to advertisement efforts. Tata Motors succeeded in the creation and maintenance of a proficient
brand image. Tata Motors appreciated the customer reasons for buying, such as need, status,
soothing, style, and innovation. The organization constantly endeavours to introduce product
improvements. They possess an engineering competence exceeding 100 years, and are thus can
accurately appreciate the need of their customers.
Cost Policy
Marketing strategies of Tata motors include strict price control, maintaining a balance between the
customer buying power, and the profits desired by the organization. Tata Motors seriously
considered the market conditions, manufacturing cost, inflation, competition, and other financial
aspects while determining the cost of their products
MARUTI SUZUKI
BRAND POSITIONING STRATEGIES
Maruti Suzuki believes in research and before launching a product the Maruti team does an
extensive research on the needs of the customer. Maruti try to understand the customers
Page 14

demography and psychology to position a brand. Also the company follows the suggestions made
by existing customers.
1. Maruti 800
Considering the middle class & small families the Maruti 800 was launched. The car was also
targeted at the urban professionals. It was projected as a car with minimum maintenance needs and
with greater fuel efficiency. Later the company added some features like MPFI (Multi Point Fuel
Injection) technology & few changes in front grill, head light, and rear light.
2. Omni:
Earlier the Omni was known as Van. The van was targeted more at businessman, tourist taxis and
large families. It was positioned as a vehicle offering benefits of a car with more space. But due to
some different perceptions of consumers regarding van, after some time the van was renamed as
Omni and was repositioned as the most spacious car. Recently Maruti Suzuki launched new variant
called Omni Cargo which has been positioned as a vehicle for transporting cargo and meant for
small traders.
3. Alto:
Maruti launched Alto with tagline Lets Go. In the TVC of Alto, a young married couple goes to
different destinations in their Alto. By this TVC Maruti positioned Alto as a car for young people.
Also the car has highlighted as fuel efficient car.
4. Wagon R:
Maruti Suzuki launched the Wagon R brand in February 2000. This is one of the successful brands
from Maruti portfolio in the premium segment of compact cars. Wagon R was initially positioned
on the basis of the functionality platform. Earlier this car was promoted as a family car with the
baseline, Feel at Home. Then as per the changing pattern of market , competition and customers
Maruti altered the positioning of Wagon R from Feel at Home to Inspired Engineering to As
Interesting as you are and finally to For a Smarter Race.
5. A-Star:
A-Star was the only car in the Indian market that was targeted at the urban youth. It is about the
new generation of Indians who are confident. Also in the second campaign, which was done
around July 2009, the companys focus was to inform the consumers about the A-Stars K-Series
engine. The current campaign of A-Star focuses on self belief and confidence. Considering the fact
that self belief and confidence are the attributes of youths, Maruti has positioned A-Star very well.
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In the current ad campaign a focus has given to a young person who goes for an Interview & with
his confidence and self-belief he impresses all.
PROMOTIONAL STRATEGY
Maruti Suzuki India Ltd has a formidable line-up of vehicles in its stable and has been quite
aggressive about promoting each of its automobile brands. With an intention to face with cutthroat
competition and due to declining market shares, in 2000 Maruti Suzuki cut the prices of few
models like Wagon R, Omni and Maruti 800 because Maruti knew very well that the Indian
consumer is very sensitive about price & this price cut will definitely beneficial for company. In
Jan 2002 to attract the customers, Maruti decided that some of its corporate assets in Delhi
including Marutis manufacturing plant and childrens park should be promoted. With an intention
to promote road safety and efficient driving the company held carnivals periodically at IDTR.
In 2003, to attract the customers Maruti Suzuki launched attractive campaign like Change Your
Life. The company also offered vehicle insurance for One rupee only. In this campaign the
customers were asked to write down the chassis and engine number of their vehicles on the entry
form and had to answer the question. In this contest the winners were chosen by a draw of lots and
were entitled to gifts worth Rs.50 million. In 2004, Maruti introduced the 2599offer under which
by paying an EMI of Rs. 2599 for seven years after a down payment of Rs.40000, a consumer
could buy a Maruti 800. In 2004 Maruti introduced the Teacher Plus scheme, in a tie up with
SBI. In this scheme the bank offered reduced rates of interest for teachers who were interested in
buying a new car.
Rural India is a fast emerging as a focus area in the countrys economy. Maruti knew that there is
a great potential in rural markets & in rural markets, the endorsements of opinion makers takes
precedence over an informed objective Judgment. Considering this fact, Maruti Suzuki launched
a panchayat scheme for such opinion makers which covers the village Sarpanch, doctors and
teachers in government institutions, rural bank officers where in an extra discount is given to make
a sell. As a part of customer engaging strategy and to attract the potential customers Maruti
organized various festivals wherein local flavor is added by organizing traditional social activities
like Gramin Mahotsava are conducted round the year. As a part of promotional approach Maruti
Suzuki promoted Swift & other brands through sponsoring various live programs (Dancing shows)
like Dance India Dance.
Page 16
ADVERTISING STRATEGY
Marutis advertising campaigns included TVCs, Radio and Print ads, Point of Sale, Mobile
promotions, online marketing, Outdoor promotions. Marutis advertising strategy focused both on
building up its corporate image and promoting its cars. Marutis campaigns emphasized different
aspects of its cars, including fuel efficiency, looks, space, etc. In the late 1990s, Marutis
advertising campaigns were handled by Lowe India (later known as Lowe Lintas & Partners, India)
and Red diffusion DY&R. While advertising related to Esteem, Zen and Baleno were handled by
Lowe India and the ad campaign of Maruti 800, Gypsy, Omni and Wagon-R were handled by Red
diffusion. With an intention to promote the all brands effectively, in 2000 Maruti decided to
appoint Capital Advertising. In 2003, Maruti Suzuki came up with an innovative advertising that
became popular for its simplicity and clear message. In this ad one child plays with his toy car &
when the father asked him, he replies, Kya karoon papa petrol khatam hi nahi hota. This ad
depicted the fuel efficiency of Maruti Suzuki.
MAHINDRA & MAHINDRA LTD

Mahindra & Mahindra (M&M), India's largest maker of sports utility vehicles (SUVs), is said to
have set in motion a strategy codenamed 'Play to Win'. The goal accelerates plans to take
competition
head-on
and
rev
up
market
share.
Mahindra is eyeing a quick turnaround in the current financial year, the vendors said. If monsoon
is normal, M&M expects sales of 5.37 lakh units in its automotive business, including small
commercial
vehicles,
pick-up
trucks,
cars
and
UVs.
The UV segment, which makes up for almost half a million units, has attracted many new entrants
including the Eco Sport from Ford and Renault's Duster. With Maruti Suzuki, Hyundai and others
lining
up
new
SUVs,
competition
will
intensify.
We are playing to win. We have all the enabling factors for winning including right products," a
Mahindra
executive
was
quoted
by
the
vendors
who
attended
the
meeting.
Mahindra is banking on the new models S101, the micro SUV for small-car buyers and U301
the compact SUV aimed at compact sedan buyers expected to sell 45,000 to 50,000 units.
M&M entered the two wheeler market in 2008 and the truck and bus sector in 2005.
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Rajesh Jejurikar, chief executive of the two-wheeler and tractor division, explained at Warsaw that
the company has the wherewithal and what he called the "nuts and bolts" to be a sizeable player
with a 5% market share and a billion dollars in revenue for the group by the end of the decade. He
said with the acquisition of 51% of Peugeot Motorcycles in January, it would push the M&M brand
for the mass market and Peugeot for the premium end. M&M will look at expanding its footprint
with
Peugeot
in
Africa
and
Southeast
Asia.
On commercial vehicles, with a revival expected in the market and the introduction of new
variants, the company hopes to break even in the next two to three years.
HERO MOTO CORP LTD
PRICING STRATEGIES OF HERO MOTO CORP

Hero argues that they are the only company in the two wheeler segment that is in the process of
passing on the whole benefit of cost advantage achieved as a result of the increased localization
levels of up to 60% to the customers.
The company are in the process of keeping their product increasing popular and affordable. The
company keeps telling its customers to think about Quality rather than price. Further if one talks
about the changes in the price in the last three years, the prices have never been changed except
the budgets except once in APRIL 2011,when the company started off with their celebration
offer, and thus decided to sanctioned a discount and curtail on every Model Rs 1001\-. The
company is surely in a business of delivering quality rather than price. For instance the Boxer,
which is of only 29,990 and is the cheapest bike of the industry. The company gives importance
to the quality rather than cheap products.
Well Hero Moto Corp has bikes at different price point but there is one common thing that is they
are priced at a premium of INR 2000- 3000 from the competitors and it seems their strategy is
working fine with the target customers as it is the largest seller of bikes in the Indian market with
a market share of 48 % .Customers are ready to sell out the extra money because they believe and
its fact that the fuel efficiency of the bikes is much better than its competitors.
Thus we find that HML has bikes for every one for entry level customers they have dawn which
is a no frill attached product whose emphasis is on mileage with performance .And for customers
Page 18

who like to have bike which is good at performance and with descent looks they have Splendor
which is their fastest selling bike and account for half of the total sales. Customers who are looking
for style with performance can go for Passion which is a huge success among the urban class as it
is priced little bit higher than splendor and the looks of the bike are astounding. For customers who
want style and power they have CBZ which is targeted towards the premium segment and it was a
runaway success initially but is not a hot seller now due to some problems.
Hero Moto Corp is
planning to introduce few more models in years time in order to make their portfolio of products
more versatile. They are trying to introduce new models at the premium segment as it has high
margins and the company feels that its the segment which is will grow in the near future as the
income of people will increase with the change of life styles .HML also intend to introduce few
models which are economical in nature as they this segment provides the volumes to the company.
Hero Moto Corp still wants to charge a price of premium as its brand enjoys a high level of
respectability and reliability among the target customers as their products have already proved
their mettle in the market and enjoy high level of brand equity among the target customers. Hero
Moto Corp has an advantage of large no of dealers and also economies of scale which help them
to absorb the costs to a great extent.
PROMOTIONAL STRATEGIES OF HERO MOTO CORP

Hero Moto Corp rides safe
Hero Moto Corp's `Ride Safe and Good Rider' campaign is aimed at communicating the
philosophy of delivering safe products and promoting good driving for the overall safety of the
Hero Moto Corp customer. Hero Moto Corp cares for our safety--invited all Hero Moto Corp
owners to attend the Ride Safe program on October 27, 2011 at Delhi's India Gate lawns. This was
the first phase of the program, where three instructors from Japan demonstrated techniques of right
driving. In the second phase, Hero Moto Corp will communicate the launch of the 4S concept
(sales, service, spare parts and safety) at Hero Moto Corp dealerships. The focus of the third phase
will be to promote the launch of the Hero Moto Corp Safety Riding Promotion School, which will
have riding simulators and safety riding tracks
Hero will take the riding program-- where trained personnel will give riding tips to bike owners-to over 100 dealerships across 90 towns.
Page 19

Promotion in this sector cannot be like that in the Fast Moving Auto parts (Automobile) sector.
The promotions in this sector are like 0% finance schemes and other sort of things. The company
takes the services of many good and reputed advertising agencies like Reddifuusion, Lintas, sachi
& Sachi and others.
The company has also signed a kind of agreement with two celebrities just now to be their brand
ambassadors. Hero Moto Corp, a leading manufacturer of motorcycles, has roped in film actor
Hrithik Roshan and captain of Indian Cricket team Sourav Ganguly as its brand ambassadors for
three years till 2003.
At Hero Moto Corp , their goal is not only to sell the customer a bike, but also to help him at every
step of the way in making the correct riding decisions. Assisting him in making the right judgments
on the road, and helping him to choose the right helmet and other riding equipment.
Hero Moto Corp is enhancing the Advertising &Promotion budget by around 35 per cent from Rs
41 crore in 1999-2000. Apart from concentrating on mainstream Splendor-- the world's largest
selling bike-- and upscale CBZ motorcycles, Hero Moto Corp has identified ``soft areas'' like
services and spares parts for the purpose of intense communication. The creative account of Hero
Moto Corp rest with big names like Hindustan Thompson Association, Lintas, Sachi and Sachi
and so on. Hero Moto Corp is also planning a major campaign to re-launch the restyled step-thru
Street Smart. While customer references-- and not media strategy-- are expected to support the CD
brand sales, Hero Moto Corp will look at social areas -- like civic issues, association with Non
Government Organizations, contribution to greener causes-- for corporate communications.
The corporate campaign will be largely complemented by on-ground initiatives under the umbrella
brand of ``We Care'', incorporating activities in the arena of community services, safety and
services programs, tree-plantations and environmental-friendly projects.
In line with Hero's worldwide, safety riding program, this fiscal Hero Moto Corp Motors Limited
will take the riding programs-- where trained personnel will give riding tips to bike owners
SPORTS & ENTERTAINMENT
Page 20

In sports promotions, Hero Moto Corp will stick to cricket (following title sponsorship of the
World Cup last year, it has signed a three-year contract for Hero-Hero-Salve Challenger Trophy)
and golf (it will continue with Hero-Hero Masters Golf).
Moreover, after a successful association with movies-- last year it signed Pyar Mein Kabhi Kabhi
starring Dino M and Twinkle.
BAJAJ AUTO LTD

Positioning of Bajaj Auto in the Two Wheeler Industry
Bajaj Auto Limited (BAL) is currently India's second largest two wheeler and three wheeler
manufacturer. The core competency of Bajaj Auto Ltd is its technology and innovation. Both
DTS-i (Digital Twin Spark Ignition) and DTS-Fi (Digital Twin Spark Fuel Ignition) are
technological breakthroughs by Bajaj. BAL is also a pioneer in product innovation having
introduced technologies such as ExhausTEC (Exhaust Torque Expansion Chamber), LED Tail
Lamps, LCD Display, SNS, Spare parts (Tubeless tires, rear disc brakes), Black color scheme
etc.
There are several reasons why Bajaj should concentrate on its core segment, i.e. greater than
125cc segment. With the introduction of DTS-i and DTS-Fi technology, Bajaj Auto Limited has
led the way in pioneering technology along with style.
The Profitability Pyramid in Exhibit 4 shows that the margin is very low in the sub-125cc
segment but volumes are high. BAL wants to shift users from 100, 115cc segment to 125cc and
higher. Thus Bajaj not only wants to play on the margins but also wants to increase the market
share of 125cc bikes. With its recent launch of XCD 125cc, it has brought in competition for its
own 100cc model, Platina by delivering a bike that is better in all respects (including fuel
efficiency).
Thus, Bajaj wants to make a slow departure from 100cc segment. It has already stopped
production of the Discover 125 and will continue production of the Platina until the demand for
the 100cc remains. It has priced the XCD between the Platina and the Discover and in the future,
would ideally wish to project the XCD 125 as its base model.
Page 21

Focus on Gearless Scooters
The market share of gearless scooters is increasing at a healthy rate. Bajaj is virtually absent in
this range that caters to the needs of women and families. Presently Honda, Hero Honda and
TVS are big players in this segment.
Entry into Four Wheeler Segment
Bajaj has entered into a joint venture with Renault-Nissan in the development of a small car
priced at $30004. This is a significant move because it directly competes with Tata NANO. Bajaj
has also displayed its small car prototype in the recently held auto expo. It promises double the
mileage as compared to any car in the economy segment and is also considering the option of
introducing Diesel and LPG variants. The four wheeler segment will also be able to hedge any
risk that might arise because of the two wheeler industry and would profit from retaining
consumers switching from two wheelers.
Scaling Up Service Centres
BAL needs to scale up its service centers both in numbers and in capacity. Keeping in line with
its growth target for the next 5 years, its service centers should not only cater to two wheelers
but should also be upgraded to cater to the needs of four wheelers that Bajaj plans to launch.
Focus on Easy Credit Lending
In the present economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up
with schemes that will help consumers buy two wheelers on friendly terms.
Investment in Research and Development
We have already identified that the core competency of Bajaj is its R&D and investment in
technology. In order to increase market share and become the market leader, Bajaj needs to
invest heavily in R&D. They have to introduce efficient and powerful bikes as well as develop
alternate energy vehicles.
Page 22

Focus on Exports and Global Market
Bajaj Electricals has already setup a manufacturing unit in China. As set up cost and export
costs are extremely cheap in China, we recommend the same strategy for BAL. By doing so,
Bajaj can utilize low cost exports.
Bajaj is not yet a global name. Considering the fact that it is one of the oldest two wheeler
companies and is doing very well in India, it should definitely target global markets. A
movement is seen in this direction since it is focusing on the British cult bike company, Triumph
as its target takeover. Triumph, given its niche positioning, cult brand image and strong product
line-up, is an attractive target for the Pune based firm.
Disbanding of Dedicated Sales Force for each Product Dedicated Sales Force for each Product
Because of the differentiation in the products that Bajaj currently possesses and is expected to
launch in the near future we recommend Bajaj to discontinue its current strategy of dedicated
sales force for each product line. This would eventually achieve synergies in selling thereby
leading to a reduction in costs.
ASHOK LEYLAND
LEYLAND NEXT TARGET MARKET: GEOGRAPHIC SEGMENT
The major concern of Leyland next is to capture all the district headquarters of the country resulting
in its coverage of almost all over the country.
LEYLAND NEXT TARGET MARKET: PSYCHOGRAPHICS
With new image Leyland next will provide to its buyers, owners will feel more confident and
proud considering that Leyland is an international organization with strong background resulting
driving Leyland next a status symbol. Also safety and comfort are big factors of considerations in
a consumers mind so Leyland by focusing on these factors will attract safety and comfort conscious
people. Seeing its potential, consumers will most likely shift to Leyland next.
Page 23

LEYLAND NEXT TARGET MARKET: DEMOGRAPHICS
Primary Target market belongs to middle class, upper middle class and low earning income people
in society, falling in income bracket of below Rs. 50,000. Also the target will be people from 25 60year old who are major automobile buyers.
MARKETING MIX STRATEGIES
Leyland nexts marketing efforts will be based on the priority of expanding its market share and
increase the brand loyalty among buyers by achieving customer satisfaction.
Leyland is launching Leyland next at this particular time because of boom in the automobile
industry in India. The demand of cars for private usage is increasing a great deal but there are a
Few car production companies currently in the market. Leyland feels that there is a very good
opportunity to jump into the market at this time with a quality product and grasp a major share in
market.
PRODUCT STRATEGIES
The name of the car will be Leyland next. It should be a highly quality product focusing on
Three important parameters of economy, safety and comfort to compete the major competitors
In the market i.e. Suzuki and Toyota.
PACKAGING
Leyland next will be built on one standard size. It will be available in both colour types i.e. Metallic
and Non-Metallic. The colour range will be 5 major colours red, white, black, blue and green with
capacity to increase other colours on demand. The design of the car will be smooth and catchy.
Page 24
TVS MOTORS
Marketing strategy:
. The company had huge demand in moped, scooter and only in premium motor cycle; so these are
volume key drivers in TVS motor company. The company is planning to build key model brand,
so company had planned to have sustain success in their products like Star, Victor and Apache.
These products had made brand image to maintain its success and these success made the company
to introduce the new products in the market. These are key volume drivers and their focus to sustain
their growth of the company.
TVS motors have decided to launch seven new vehicles at a time in the year of 2007, so this will
make the company as a young multinational company. This makes work for continues three years
to rollout all these seven products at a time. Within these seven vehicles, four of them are twowheelers and three are passenger three-wheeler vehicles. These products are various technologies,
design and new engine. TVS introduced CCVTi engine which reduce carbon- monoxide by 70%
which make green revolution and also introducing Fuel injection technology which consumes less
fuel. TVS motors first introduce the electric scooter due to increase in fuel price in India. These
are marketing strategies to cover imagination of people.
TVS continuous improvement in quality of products resulted in winning various quality awards
which brings more value for the customers. TVS offers 5-year warranty for Star vehicles, which
gives customers more preference. These customer satisfaction and quality are the one of major role
for marketing strategy. TVS dealers are using their own individual promotion plans to the final
buyers. The company advertises to the customers to provide offers to buy products where dealers
provide with sale promotion to the product now. The company offering more promotional plan
such as exchange offer, finance conveniences to the customers, free services, follow-up customer
for their services and complaints and other festival offers. These are various marketing strategy
promotions to customers for buying the products and giving excellent service to their products to
have sustained growth in market place.
Page 25
CASE ANALYSIS ON MAHINDRA BLUE SENSE APP OF XUV500

Mahindra & Mahindra Ltd. (M&M), a part of the US $ 15.9 billion Mahindra Group, introduces
the first ever vehicle smart app for its global SUV, the XUV500. The Mahindra BLUE SENSE
APP has been introduced on the XUV500 in India with a host of features. One can control features
of the infotainment system as well as see vital information related to climate control, TPMS (TYRE
Pressure Monitoring System), fuel statistics, etc.
The Mahindra BLUE SENSE APP is supported on the XUV500s W8 model and also provides
alerts and warnings related to various features including door-open, tyre pressure, distance to
empty, etc.
Through this application, XUV500 owners will be able to connect with their vehicle via Bluetooth,
get information about periodic maintenance, tune-in to their desired radio station and operate as
well as control the infotainment system using their Android devices, sitting anywhere in the
XUV500.
Mr. Rajan Wadhera Chief Executive Technology, Product Development & Sourcing, Mahindra
& Mahindra Ltd said, The Mahindra BLUE SENSE APP, designed by Mahindra & Mahindras
Electronics team, is designed to take user experience to the next level
As per the calculations of company there are 41000 above
downloads has been done from play store for this app. But according to the survey which has
conducted by the officials less than 10000 people only is using the BLUE SENSE APP with all
upgrades. Rest of the people has not taken interest towards this app or majority of XUV owners
havent started the usage yet.
a) Customers responses and feedbacks to blue sense app

b) What kind of strategies can adopt to make the app popular among customers
c) What and all improvements can be added to this app
Page 26
ANALYSIS
Smart app by an Indian automotive manufacturer
The innovative Mahindra BLUE SENSE APP connects with the infotainment system of the
XUV500 & can control features of the infotainment system. Vital information related to climate
control, alerts, TPMS (Tyre Pressure Monitoring System) etc can also be seen
The App is supported on Android phones and it is for W8 model of the XUV500
Android devices typically work like Remote from anywhere inside the XUV500
a) The mahindra blue sense app has mixed responses among customers who have used
it yet. But most of the customers agree with the fact that it is certainly an innovative
concept of mahindra & mahindra ltd. Whatever blue sense app provides nice user
interface.
Earlier mahindra & mahindra ltd had launched a Tell tale app
which has been downloaded more than 4000 XUV500 users in their android device.
But blue sense app has included more extra features than the previous
Tell tale app.
CUSTOMER RESPONSES
Most repeated complaints from the users
no upgraded apps are available in Google play store
always need to depend upon mahindra service centre for upgrading app
problems during climate control
It takes time to connect to car even after Bluetooth is connected
Problems while loading in kitkat version of android
Not compatible with windows 6 and windows 7
More improvements in controlling music system
Drain battery of phone too much. Even after closing it keeps running in background
Not compatible with Xperia phones
Page 27
b) Several strategies can be adopt to make the app popular among customers
* inform the customers about the app during purchase only rather than letting them to know from
other users.
* Many of the automobile dealers of mahindra ltd have no idea still about this app. They are very
conscious in all area of sales and services. But apart from that they dont have any idea about this
app .so let them to study about blue sense app also provide guidelines to explain it before
customers.
c) Still blue sense app requires improvements as per customers opinions.
Like a) add more controls like AC blower control
b) Upgrade the app during certain intervals with new features
c) More improvements while controlling music system
d) Add option to save fm stations
e) Make the app compatible with Windows 6 & windows 7 platforms
Page 28
DATA ANALYSIS AND INTERPRETATION
1. Age group of the respondents (Table 1& graph 1)

Age
18-24
25-34
35-39
40 above
Total
No. of respondents
5
16
20
9
50
Percentage
10%
32%
40%
18%
100%
60
40
No. of respondents
20
Percentage
0
18-24
25-34
35-39
40 above
Total
INTERPRETATION
Majority of the respondents belong to the age group of 35-40 years.
2) Gender of respondents (Table 2& graph 2)

Gender
No: of Respondent
Percentage
Male
45
90
Female
Total
5
50
10
100
Page 29
100
No: of Respondent
50
Percentage
0
Male
Female
Total
INTERPRETATION
Majority of the respondents are males
3) Occupation of the Respondents (Table 3& graph3)

Occupation
Business
Employee
Govt. Employees
Others
Total
No. of respondents
20
Percentage
40%
16%
26%
18%
100%
8
13
9
50
60
50
40
30
20
10
0
No. of respondents
Percentage
Business Employee
Govt.
Others
Employees
Total
INTERPRETATION
Majority of the respondents belong to business category.
Page 30

4) Which is your favourite product in Mahindra& Mahindra? (Table 4& graph4)
Product
Percentage
XUV 500
No. of
respondent
38
Xylo
6%
Scorpio
10%
Bolero
8%
76%
40
35
30
25
20
15
10
5
0
Series1
Series2
XUV 500
Xylo
Scorpio
Bolero
INTERPRETATION
Majority of the respondent chooses their favourite product as Mahindra XUV 500.
5) Are you satisfied with the Mahindra XUV 500? (Table 5& graph 5)
Satisfaction
level
Satisfied
No .of
respondents
43
Percentage
Dissatisfied
14%
Total
50
100%
86%
Page 31

60
50
40
30
Series1
20
Series2
10
0
Satisfied
Dissatisfied
Total
.
INTERPRETATION
Majority of the respondents are satisfied with Mahindra XUV 500.
6) If yes, what is your level of satisfaction in the following factors of Mahindra XUV 500?
(Table 6 & graph 6)
Factors
Price
Highl Satisfi Neutr

y
ed
al
Satisfi
ed
30
20
0
Dissatisfi
ed
Highly
dissatisfie
d
Quality
40
Comfort
38
Interior
39
Fuel
efficiency
36
11
50
40
Price
30
Quality
20
Comfort
Interior
10
Fuel efficiency
0
1
Page 32

INTERPRETATION
The satisfaction level of Mahindra XUV 500 is very high.
7) How long mahindra is taking to redress the complaint? (Table 7&graph7)
Redress of complaints
No. of respondents
Percentage
Less than one week
46
92%
1-2 weeks
6%
2-3 weeks
2%
More than 3 weeks

Total
0
50
0%
100%
60
50
40
30
Series1
20
Series2
10
0
Less than
one week
1-2 weeks
2-3 weeks More than 3

weeks
Total
INTERPRETATION
It is thus obvious that 92% of the respondents replied that the complaints were redressed by
Mahindra & Mahindra within a week.
Page 33

8) What is your perception towards Mahindras products comparing with their competitors?
(Table8 & graph 8)
Perception level of
Mahindras product
Good
Fair
Poor
Total
No. of respondents
Percentage
37
9
4
50
74%
18%
8%
100%
40
30
Series1
20
Series2
10
0
Good
Fair
Poor
INTERPRETATION
Majority (74%) of the respondents agreed that the position of Mahindra & Mahindra was good.
9) Are you satisfied with the sales promotion strategies of Mahindras products? (Table 9&
graph 9
Satisfaction on sales
promotion
Satisfied
No. of respondents
30
Percentage
60%
Dissatisfied
20
40%
Total
50
100%
Page 34

60
50
promotion
40
30
promotion No. of
respondents
20
10
0
1
INTERPRETATION
Majority of the respondents (86%) satisfied with the sales promotion strategies of Mahindra &
Mahindra.
10) Popularity of blue sense Application:
Currently using
Once used then stopped
Not interested
Dont know
Total
120
100
80
60
40
20
0
(Table 10 &chart 10)
No. of people
9
6
20
15
50
18
12
40
30
100
NUMBER OF PEOPLE
%
Interpretation
82% of people are not using blue sense application. They are the majority portion according to my
research. Only 18% of people are still using this app.
Page 35
FINDINGS
7 companies are leading the entire automobile industries of India
Among them TATA motors are the top seller
Mahindra & mahindra ltd have unique marketing promotional strategies
Each automobile company possess their own different marketing strategies
Maruti Suzuki takes care about producing vehicles for almost all age groups
customers think about quality rather than price
Hero motocorp arranges safe road program which provides riding decision
Mahindra blue sense application is not popular among customers
XUV500 is the favourite vehicle of respondents under mahindra automobiles
Mahindra servicing centres redress their customers complaints within 1 week only
SUGGESTIONS
Major portion of Indian population is belonging to middle class group. So I think companies
should have to think on this matter more
Companies can pay more attention towards pricing in order to explore more potential market
TV ads are playing big role in promotion. So companies can hire more TV ads in order to
explore large potential market
Hero safe road program is an entirely different promotional strategy. Other companies can also
arrange that kind of program as a marketing strategy.
Customers are still not aware about Mahindras blue sense application and its applicabilitys.
More upgrades are necessary to this app to make it popular among customers
Page 36
DETAILS OF WORK DONE IN 30 DAYS

The period of study or the research was from 15th July to 15th August. As per the guidelines of my
mentor I had to start my project from the above mentioned date.
First 5 days I spent to read books relating to the Indian automobile industry, name of the books
have mentioned in the bibliography. Although my topic was about marketing strategies, I didnt
want to refer foreign authors books. Because the authors of those books which I have referred
already been explained about several marketing strategies under Indian conditions.
After the reference, I started noting important points. Also started to search in Internet to gain more
informations regarding Indian automobile industry and leading automobile companies of India.
A decision made later to do a case study on Mahindra blue sense application. Same week only got
permission to visit Mahindra showroom. Got an overall idea of blue sense app during the
interaction with The HR manager and discussed about the case that day only. He provided direction
to do the case analysis whenever I explained about the case.
Prepared questionnaire soon after finishing the case problem. Interaction with respondents chose
from the area familiar to me including my family members.
Interaction with staffs of the Mahindra show room and discussed about current competition in the
Indian automobile sector.
Started doing project work. Finished the work on 24th August.
Page 37
EXPERIENTIAL LEARNING
The project was an entirely different activity of learning under my MBA graduation. Because what
I have learned in my first year was just theoretical knowledge of management. But during the
beginning of this semester only I started doing practical application of those theories, known as a
project. The teaching learning methodology of the coveted Bangalore University emphasise the
industry institute interaction with a view to prepare us- students for taking up corporate
assignments efficiently. Towards achieving this we are preparing the project.
The project was helpful these ways: Increase in knowledge, growth in self-reliance, and
improved attitudes towards learning.
Academic gains better than those generated by other models.
Students involved in projects take greater responsibility for their own learning than during
more traditional classroom activities
Opportunities to develop complex skills, such as higher-order thinking, problem-solving,
collaborating, and communicating

Access to a broader range of learning opportunities in the classroom, providing a strategy for
engaging culturally diverse learners.
In other words Project-based learning is an instructional model that involves students in
investigations of compelling problems that culminate in authentic products. It grows out of
challenging questions that cannot be answered just by learning. Projects put students in an
active role such as: problem solver, decision maker, investigator, or documentarian. Projects
serve specific, significant educational goals; they are not diversions or adds-ones to the "real"
curriculum
Page 38
CONCLUSION
Customers are the real king of the business world. To attract customers, a business
organisation has to follow certain marketing strategies. Because marketing strategies is the only
way to gain the attention of customers. The main purpose of this study is to know various
marketing strategies followed by leading Indian automobile company
This study concludes that Automobile industry has faced wide range of growths and
developments in its history. It had lot of improvements in almost all area. When it comes to India,
7 companies are leading Indian automobile industry. I.e. Tata, Maruti Suzuki, hero motocorp, TVS
motors, Ashokh Leyland, Bajaj, and Mahindra. Each and every company have their own marketing
strategies, which may vary from one company to another.
As per my case study, what I have done on Mahindras Blue sense application of XUV500
it was an innovative concept of mahindra automobiles. Also was an entirely new concept. But the
company failed to reach this innovative concept in the mind of customers. They were aware about
this app but havent shown the urge to use it. I n common words no one understand the necessity
or speciality of this app. This is happened only because of the lack of promotional strategies. The
company itself hasnt shown any interest to make it popular among its customers. They dont have
any ad on this also. So it hasnt reached in the attention of many people.
So I can conclude that whenever a company take an initiative approach either in their
products or service that should be informed to each and every customer through advertisements.
Otherwise their efforts wouldnt have luck to be a success.
Page 39

BIBILIOGRAPHY
BOOKS:
Indian automobile industry an introduction- T.P. Rajmohan
Technology transfer in Indian automobile industry- Pramod kumar sahu
Mileage. Environmental rating of Indian automobile sector
Drivers of foreign direct investment in Indian automobile industry- jaswal shivani
INTERNET AND WEBSITE

www.mahindra&mahindra.com
www.enwikipedia.org
Page 40

WORK DONE DIARY
Week
Dates
20/7/15
II
III
IV
Work Carried out
Initials of CoGuide
Collected
information
regarding Indian
automobile industry
and leading
automobile
companies and their
marketing strategies
5/8/15
Took decision to do
a case study on
Mahindras blue
sense app. Got
permission to visit
mahindra servicing
centre.
14/88/15 First visit to the
organisation.
Interaction with HR
manager and
discussed about the
case. Got ideas and
directions from him
17/8/15 Interaction with
staffs of the
organization.
Discussed about the
competition of
automobile sector
under Indian
market. Collected
little more
information
regarding
Mahindras
marketing strategy
Page 41
Signature of Faculty Guide
QUESTIONNAIRE
1) Age group of respondent
18-24
25-34
35- 39
40 above
2) Gender of respondent
Male
Female
3) Occupation of respondent
Business
Employee
Govt.
Other
4) Which is your favourite product in mahindra & mahindra ltd
XUV 500
Xylo
Scorpio
Bolero
5) Are you satisfied with Mahindra XUV 500
Satisfied
Dissatisfied
6) How long mahindra is taking to redress the complaint
Less than one week

2- 3 week
1-2 week
more than 3 week
Page 42

7) What is your level of satisfaction in the following factors of Mahindra Vehicles?
Sl.
No
Factors
1
2
3
4
5
Price
Quality
Comfort
Interior
Fuel
efficiency
Highly
Satisfied Neutra
Satisfied
l
Dissatisfied Highly
dissatisfied
8) What is your perception towards Mahindras products comparing with their competitor?
Good
Fair
poor
9) Are you satisfied with sale promotion strategies of Mahindra products.
Satisfied
dissatisfied
10) Popularity of blue sense application
Currently using
Not interested
once used then stopped

dont know
Page 43

A Case Study On Mahindra's Blue Sense Application Project by Rohit

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Marketing strategies of leading Indian automobile companies

MARKETING STRATEGIES OF LEADING INDIAN AUTOMOBILE

Marketing strategies of leading Indian automobile companies

DECLARATION BY THE STUDENT

Register Number: 14XECMD063

Marketing strategies of leading Indian automobile companies

My special words of thanks to my Internal guide Ms VIDYA.S.PATIL Faculty member,

Reg. No: 14XECMD063

Marketing strategies of leading Indian automobile companies

Introduction Topic , industry

2.1 Statement of problem

Analysis and Interpretation

Findings and suggestions

Detailed account of work done in 30 days

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

2.1 STATEMENT OF PROBLEM

2.2 OBJECTIVES OF STUDY

. To study the effectiveness of these marketing strategies by analyzing the impact on

Marketing strategies of leading Indian automobile companies

2.3 NEED & RELEVENCE OF THE STUDY

2.4 RESEARCH METHODOLOGY

Types of research: a) QUANTITATIVE RESEARCH: In natural sciences and social

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

LIMITATIONS OF THE STUDY

The sample size selected for the project is 50.

Considered leading Indian automobile companies only, failed to include all

Marketing strategies of leading Indian automobile companies

TOP 7 AUTOMOBILE COMPANIES OF INDIA

2. MAHINDRA & MAHINDRA LTD.: It is a global automobile company, established in 1945.it

7. TVS MOTOR COMPANY: It was established in 1978 and headquarters is in Chennai

Marketing strategies of leading Indian automobile companies

THIS IS WHY THEY ARE STILL RULING INDIAN MARKET...

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

MAHINDRA & MAHINDRA LTD

Marketing strategies of leading Indian automobile companies

PRICING STRATEGIES OF HERO MOTO CORP

Marketing strategies of leading Indian automobile companies

Hero Moto Corp is

PROMOTIONAL STRATEGIES OF HERO MOTO CORP

Marketing strategies of leading Indian automobile companies

SPORTS & ENTERTAINMENT

Marketing strategies of leading Indian automobile companies

BAJAJ AUTO LTD

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

Marketing strategies of leading Indian automobile companies

CASE ANALYSIS ON MAHINDRA BLUE SENSE APP OF XUV500

a) Customers responses and feedbacks to blue sense app

Marketing strategies of leading Indian automobile companies

Smart app by an Indian automotive manufacturer

no upgraded apps are available in Google play store

problems during climate control

It takes time to connect to car even after Bluetooth is connected

Problems while loading in kitkat version of android

Not compatible with windows 6 and windows 7

More improvements in controlling music system

Not compatible with Xperia phones