International School of Business & Media

Pune, Maharashtra
Mahindra Truck and Bus Division

Project Title
Developing and Driving Effective Sales Promotional
Strategies for Tapping Potential Market for Mahindra Buses
Project Report
Submitted on partial fulfilment of the requirements
For the award of
The Masters Degree in Business Administration
(A TWO YEAR FULL TIME PROGRAM IN MANAGEMENT)

Submitted By-Umang Arora

Roll No.15057
Batch-2014-16

Developing and Driving Effective

Sales
Promotion Strategy for
Tapping Potential Market for
Mahindra Buses

Acknowledgement
The internship opportunity I had with Mahindra Bus and Truck
Division was a great chance for learning and professional

development. Therefore, I consider myself as a very lucky

individual as I was provided with an opportunity to be a part of
it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me though this
internship period.
Bearing in mind previous I am using this opportunity to express
my deepest gratitude and special thanks to Mr. Manoj Landge
(Area Business Manager- ROM) Mr Ganoo Sagar (Regional
Manager- Pune) who in spite of being extraordinarily busy with
his duties, took time out to hear, guide and keep me on the
correct path and allowing me to carry out my project at their
esteemed organization and extending during the training.
I express my deepest thanks to [Mr Apoorv Jain], for taking part
in useful decision & giving necessary advices and guidance and
arranged all facilities to make life easier. I choose this moment
to acknowledge his contribution gratefully.
It is my radiant sentiment to place on record my best regards,
deepest sense of gratitude to Mr Harbhajan Singh, Mr Shishir
Sharma, for their careful and precious guidance which were
extremely valuable for my study both theoretically and
practically.
I perceive as this opportunity as a big milestone in my career
development. I will strive to use gained skills and knowledge in
the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope
to continue cooperation with all of you in the future,
Sincerely,
Umang Arora
Place: Pune
Date: 1-07-2015

INDEX
Topic
Introduction to the topic
Automotive industry worldwide
Automotive industry in India
Role of automotive industry in Indian GDP
Role of automotive industry in foreign investment

Page No.
1-3
4-5
6-15
15-17
17-18

Mahindra group

19-23

Mahindra and Mahindra limited

24-26

Mahindra truck and bus division

27-29

Theoretical background of project

30-31

Objective of study
Scope of study

32-33
34

Limitation

35

Research methodology
Data analysis
Observation and conclusion

36-41
42-44
45-58

Recommendation
Bibliography

55-56
57

Annexure

Introduction to the topic

58

As part of the marketing mix, promotion includes all activities

that involve communicating with the customer about the
product and its benefits and features. Once a company has
worked on the product and price elements, it is time to start a
conversation with the consumer about the product. This
includes raising awareness through different mediums to
increase sales, as well as to create and foster brand loyalty.
Information provided to the customer at this stage helps them
in making purchase decisions regarding the product. Often,
there is substantial cost associated with promotional activities.
But since the result is often an increase in sales or customer
loyalty, there is thought to be long term return on this
investment. There are many ends that a company may try to
reach through a promotion including but not limited to an
increase in sales, acceptance of new products, brand equity
creation and brand positioning, addressing competitor actions
and rebranding
Every business organization reaches to the customers through
their goods or services. To sell the products to the customers a
number of activities are being performed. This is called
marketing and it is an important function. Marketing is the
performance of business activities that directs the flow of goods
and services from producer to the customer. It is the activity
that directs to satisfy the human needs through exchange
process. Marketing starts with the identification of a specific
need of customers and ends with satisfaction of that need. The
customer is found in the beginning and end of marketing
process. In marketing a large number of activities are
performed. For easy understanding these activities are divided
in 4 groups for products and 7 groups for services. These
elements are product, price
Promotion, placement for products and three additional
elements for services are process, people and physical
evidence. These are called elements of marketing mix.
Promotion is one of the elements of marketing mix. Promotion
decisions are taken simultaneously with other decisions like
finding target group, determining objectives, budgeting for
promotion, launching of new products, distribution etc.
Promotion is one of the variables through which information

regarding products or services is being communicated to

customers to change their attitude and behaviour. Marketers
are concerned with effective utilization of promotion-mix to
increase sales and market share. Methods of promotion include
advertising personal selling, publicity, sales promotion and
packaging. Sales Promotion is the activity that aims directly to
influence buyers to buy products and increase sales. In sales
promotion mainly three parties are involved i.e. consumers,
traders
And sales force. Sales promotion refers to many kinds of
incentives and techniques that are directed towards
consumers, traders and sales force
With the intention to increase sales in short term.
Sales promotions include incentive offering and interest
creating activities
which are generally short term marketing
events other than advertising, personal selling, publicity and
direct marketing. The purpose of sales promotion is to
stimulates, motivate and influence the purchase and other
desired behavioural responses of the firms customers.
The main objective of sales promotion is to increase the sales
of products in short term by influencing behaviour of buyers.
Sales promotion methods are many and these are selected as
per the target groups. For this purpose, a sales promotion
strategy is to be prepared to achieve the objectives effectively.
The strategy is a game plan that is needed to perform the tasks
effectively and get competitive advantages over others in
market. Sales promotion strategy directs the manager in
selection
of
parties,
methods
of
sales
promotion,
implementation of methods and measuring effectiveness of
whole efforts regarding sales promotion. In competitive
situation, it is very difficult to increase sales or profit. But with
sales promotion strategy sales can be increased in short term.
Strategy is the game plan to achieve the targets as per
planning. It explains what, when, where, who and how to do so
that objectives of the planning are achieved. Without the
strategy the task may not be completed effectively. Sales
promotion strategy would help to neutralize the effective of
competition and defend the company in the market in
performing the sales related tasks. The importance of sales

promotion strategy is increasing day by day and in future

higher level of competition it would increase further.
Most of the companies have applied various elements of
promotion mix. Promotion mix elements include advertising,
publicity, sales promotion, personal selling and packaging.
Sales promotion is one of them and it is our concerned topic. In
present competitive situation most of MNCs had developed
sales promotion strategy in selection of parties, techniques and
managing sales promotion techniques effectively and
efficiently. This strategy provides competitive advantage to the
companies in the market to grow, stabilize and excel in
business performance. Therefore, sales promotion strategy is
very significant for companies to earn bread and butter. This
attracted me to select and study this topic.

Rationale of the Study

In present situation not only in one industry but also all sectors
are facing tough competition. It has become very difficult to
grow, stabilize and excel in business performance. It is required
to influence the attitude and behaviour of buyers. A lot of
promotional activities are needed. The leading companies are
using difference techniques for promotion. These are
advertising, publicity, sales promotion, personal selling and
packaging. These are serving the difference objectives. Sales
promotion is one of them and gives a great impact on customer
buying behaviour to increase sales in short term. It contributes
to neutralize the competition effect. To achieve the objective a
strategy is needed for effective application of sales promotion.
The contribution of sales promotion strategy is significant in
present time to stay in business in competitive market.

Automotive Industry worldwide

The automotive industry is a wide range of companies and
organizations
involved
in
the design, development,manufacture, marketing,
and selling of motor vehicles. It is one of the world's most
important economic
sectors by revenue.
The
automotive
industry does not include industries dedicated to the
maintenance of automobiles following delivery to the end-user,
such as automobile repair shops and motor fuel filling stations.
The automotive industry began in the 1890s with hundreds of
manufacturers that pioneered the horseless carriage. For many
decades, the United States led the world in total automobile
production. In 1929 before the Great Depression, the world had
32,028,500 automobiles in use, and the U.S. automobile
industry produced over 90% of them. At that time the U.S. had
one car per 4.87 persons. After World War II, the U.S. produced
about 75 percent of world's auto production. In 1980, the U.S.
was overtaken by Japan and became world's leader again in
1994. In 2006, Japan narrowly passed the U.S. in production
and held this rank until 2009, when China took the top spot
with 13.8 million units. With 19.3 million units manufactured in
2012, China almost doubled the U.S. production, with 10.3
million units, while Japan was in third place with 9.9 million
units.

The automobiles sector is compartmentalized in four different

sectors which are as follows:

Two-wheelers which comprise of

motorcycles and electric two-wheelers

Passenger Vehicles which include passenger cars, utility

vehicles and multi-purpose vehicles

Commercial Vehicles that are light and medium-heavy

vehicles

Three Wheelers that are passenger carriers and goods

carriers.

mopeds,

scooters,

The auto manufacturing industry is considered to

highly capital and labour intensive. The major costs
producing and selling automobiles include:

be
for

Labour - While machines and robots are playing a greater role

in manufacturing vehicles, there are still substantial labour
costs in designing and engineering automobiles.
Materials - Everything from steel, aluminium, dashboards,
seats, tires, etc. are purchased from suppliers.
Advertising - Each year automakers spend billions on print
and broadcast advertising; furthermore, they spent large
amounts of money on market research to anticipate consumer
trends and preferences.

Key players
In North America, the automobile production market is dominated by what's
known as the Big Three:
General Motors - Produces Chevrolet, Pontiac, Buick and Cadillac,
among others.
Chrysler - Chrysler, Jeep and Dodge.

 Ford Motor Co - Ford, Lincoln and Volvo.

Commercial vehicle players in India

Automobile Industry in India

The automotive industry in India is one of the largest

automotive markets in the world. It had previously been one of
the fastest growing markets globally, but is currently
experiencing flat or negative growth rates. India's passenger

car and commercial vehicle manufacturing industry is the sixth

largest in the world, the industrys turnover touched US$ 40.6
billion in 201213 and is expected to reach US$ 115 billion by
202021. The Indian Automobile industry acts as a catalyst and
gives great impetus to the economic growth of the country. The
Indian Automobile industry is estimated to grow at a compound
annual growth rate (CAGR) of 14 per cent during 20132021. In
addition, the industry recorded exports worth US$ 9.3 billion in
201213 and is projected to touch US$ 30 billion by 202021,
according to the Automotive Component Manufacturers
Association (ACMA). India is also set to become Mercedes
Benzs fastest-growing market worldwide ahead of China, the
US and Europe. The passenger vehicles production in India
touched 3.23 million units in 201213 and is expected to reach
10 million units by 202021. The industry is estimated to grow
at a CAGR of 13 per cent during 20122021. In addition, the
industry recorded exports worth US$ 9.3 billion in 201213 and
is projected to touch US$ 30 billion by 202021, according to
Automotive Component Manufacturers Association (ACMA).The
cumulative foreign direct investment (FDI) inflows into the
Indian automobile industry during April 2000 to October 2013
was recorded at US$ 9,079 million, amounting to 4 per cent of
the total FDI inflows.
The world standing for the Indian automobile sector, as per the
Confederation of the Indian industry is as follows:

Largest three-wheeler market

Second largest two-wheeler market

Tenth largest passenger car market

Fourth largest tractor market

Fifth largest commercial vehicle market

Fifth largest bus and truck segment

However, the year 2013-2014 has seen a decline in the

industrys otherwise smooth-running growth. High inflation,
soaring interest rates, low consumer sentiment and rising fuel
prices along with economic slowdown are the major reason for
the downturn of the industry.
The Automotive Mission Plan 2016 launched by the Indian
Government seeks to grow the industry to a size of US $145bn
by 2016 and make it contribute 10 percent to the nations
GDP.India is emerging as a strong automotive R&D hub with
foreign players like Hyundai, Suzuki, General Motors setting up
base in India. This move is further enhanced by the Indian
Governments support towards setting up centres for
development and innovation. Also there are opportunities of
growth available in alternative segments like electric cars,
vehicles run on natural gas, etc.

Export
India's automobile exports have grown consistently with United
Kingdom being India's largest export market followed by Italy,

Germany, Netherlands and South Africa but Exports in India

decreased to 26100 USD Million in October of 2014 from
28903.28 USD Million in September of 2014. Exports in India
averaged 4109.61 USD Million from 1957 until 2014, reaching
an all time high of 30541.44 USD Million in March of 2013 and a
record low of 59.01 USD Million in June of 1958. Exports in India
are reported by the Ministry of Commerce and Industry, India.

Automobile Exports Trends

Categor
y
Passen
ger
Vehicle
s
Comme
rcial
Vehicle
s
Three
Wheele
rs
Two
Wheele
rs
Grand
Total

200809

200910

201011

201112

(Num
ber
of
Vehic
les)
2012- 201313
14

3,35,7 4,46,1 4,44,3 5,08,7 5,59,4 5,93,5

29
45
26
83
14
07
42,62
5

45,00
9

74,04
3

92,25
8

80,02
7

77,05
6

1,48,0 1,73,2 2,69,9 3,61,7 3,03,0 3,53,3

66
14
68
53
88
92
10,04, 11,40, 15,31, 19,75, 19,56, 20,83,
174
058
619
111
378
938
15,30, 18,04, 23,19, 29,37, 28,98, 31,07,
594
426
956
905
907
893

Exports of automobiles from India have been falling and

September has been a particularly bad month with most auto
makers posting double-digit drop in shipments. While some
companies cite increased domestic focus for the slide in export
numbers, industry experts say the advantage that India

enjoyed because of its low cost of manufacturing is slowly

eroding, making vehicles manufactured here less competitive in
the international market.
Korean major Hyundai Motor, the top auto exporter from India,
as well as Japan's Nissan Motor and French Renault have shifted
exports of some models out of India, even as the government is
pressing to boost local manufacturing. To attract manufactures
including auto makers when regions like Eastern Europe are
offering cost-effective alternative options, industry experts say
India must first fix its creaky and inadequate infrastructure such
as ports and roads and clear other bottlenecks, including an
unfriendly tax structure. For Renault, its joint facility with
Nissan near Chennai was the manufacturing base to export
mid-size sport-utility vehicle Duster to the UK. But it now
decided to ship the Duster to the British market from Romania.
"It is important for us to first serve the local market and then
any spare capacity would be channelized for exports," Renault's
India head.
Hyundai's Indian unit also stopped manufacturing vehicles for
exports to Europe. The Korean major now supplies cars to the
European market from Turkey. Hyundai Motor India's exports
are expected to drop 25% to about 190,000 units this year.

Role of automobile industry in

India GDP
The Role of Automobile Industry in India GDP has been
phenomenon. The Automobile Industry is one of the fastest
growing sectors in India.
The increase in the demand for cars, and other vehicles,
powered by the increase in the income is the primary growth
driver of the automobile industry in India. The introduction of
tailor made finance schemes, easy repayment schemes has
also helped the growth of the automobile sector.
The automotive sector in India, comprising of the automobile
and auto component sub sectors, is one of the key segments of
the economy having extensive forward and backward linkages
with other key segments of the economy. It contributes about
4% to Indias Gross Domestic Product (GDP) and 5% to Indias
industrial production. The well-developed Indian automotive
industry ably fulfils this catalytic role by producing a wide
variety of vehicles like passenger cars, light, medium and
heavy commercial vehicles, multi-utility vehicles such as jeeps,
scooters, motorcycles, mopeds, three wheelers, tractors etc
Automobiles represent freedom and economic growth.
Automobiles are a liberating technology for people around the
world. The personal automobile allows people to live, work and
play in ways that were unimaginable a century ago.
Automobiles provide access to markets, to doctors, to jobs.

Nearly every car trip ends with either an economic transaction

or some other benefit to our quality of life.
The auto industry is the single greatest engine of
economic growth in the world.
The global auto industry is a key sector of the economy for
every major country in the world. The industry continues to
grow, registering a 30 percent increase over the past decade.
Autos create jobs, jobs, jobs.
Building 60 million vehicles requires the employment of about 9
million people directly in making the vehicles and the parts that
go into them. This is over 5 percent of the worlds total
manufacturing employment. It is estimated that each direct
auto job supports at least another 5 indirect jobs in the
community, resulting in more than 50 million jobs owed to the
auto industry. Many people are employed in related
manufacturing and services. Autos are built using the goods of
many industries, including steel, iron, aluminium, glass,
plastics, glass, carpeting, textiles, computer chips, rubber and
more.
Mercedes-Benz India plans to increase its investment to Rs850
crore (US$ 158.88 million) by 2014. Volkswagen Group aims to
increase output by 10-15 per cent on a 100 million (US$
126.35 million) investment at its production facilities in
Aurangabad and Chakan in Maharashtra. Nissan plans to
introduce ten new passenger vehicles by the end of March2016.
VE Commercial Vehicles (VECV), the joint venture (JV) between
Volvo and Eicher, is readying a whole new range of trucks with
new platforms, engines and cabins. Toyota Kirloskar plans to
increase capacity at its two plants inBidadi, Karnataka, from
310,000 units to 400,000 units a year. Capacity at the first
plant would rise from 90,000 units to100, 000 units, at a cost of
Rs 70 crore (US$ 13.08 million) and the second plant's capacity
is being increased from 120,000units to 210,000 units, with an
investment of Rs 830 crore (US$ 155.14 million) due to increase
in demand for its models especially the Etios and Fortuner. DC
Design's Avanti planning its first sports car to be designed and
manufactured in India. The car's prototype has been showcased
at the 11th Auto Expo and has been priced at Rs 2.5 million

(US$ 46,728).Bajaj Auto Ltd has entered into an agreement

with Kawasaki Heavy Industries, under which Bajaj motorcycles
will be assembled and sold in Indonesia through Kawasakis
distribution network as co-branded products
The automobile industry is expected to witness strong growth
through 2020. As per the working group of Automotive Group
for the 12th Five year plan the growth expectations are as
follows: (i) Projection of Passenger Vehicles as 5 million units in
2015 and by about 9 million units by 2020. This is essentially
by growth in Indian market and expectations of India as global
hub for export of small cars. (ii) The Commercial Vehicles to
touch volumes of over 1.4 million by 2015 and over2.2 million
units by 2020. (iii) Two and Three Wheelers expected to double
to 22 million units by 2015 and reach 30million units by 2020.

Role of Automotive Industry in

India GDP-Foreign Investment
The government of India has identified the automotive industry
as a focus industry for Foreign Direct Investment (FDI) given its
importance from an employment generation perspective. To
accelerate and sustain growth in the automotive sector, the
Automotive Mission Plan (AMP): 2006-2016 has been
prepared in order to make India a global automotive hub. The
Plan, aims at doubling the contribution of automotive sector to
GDP by taking the turnover to USD 145 billion (with special
emphasis on export of small cars, MUVs, two and three
wheelers and auto components) and providing employment to
25 million people by 2016.
Foreign Direct Investment (FDI) up to 100% is allowed under
automatic route in the automotive sector.

Government to introduce new fuel mileage standards and

labelling for new cars beginning 2015, giving manufacturers
time to introduce and invest in new technology.
FDI has an important contribution in the growth of a developing
country. It is essentially through an investment in equity or
starting a subsidiary company, technology transfer with
managerial skills and applying improved management methods
leading to cost reduction and may lead to increase in
productivity. In mid 80s world over few countries allowed
inward FDI for economic development and in 1991 India needed
foreign investments to accelerate economic growth. This can
also trigger in other areas in the developing economy like India.
Automobile Industry is one of the key roles played in GDP factor
of Indian economy. This paper will give details on the FDI and
in-relation to the development of production and export of
Automobiles in India for the last decade 2001 - 02 to 2011 12. Automotive Mission Plan 2006-16 and vision 2020.
Since independence (1947) to the FY 2012-13 (till October 12)
automobile industry in India has grown reasonably well, more
developments took place only after 1993. In 1950 the
production was meagre 4000 vehicles and this production
figure in financial year ending 2012 has grown to over 20
million vehicles with industry gross annual turnover of 10,620
millions in the financial
year 2001-02 to 58,583 million USD in the financial year 201112 against the projected target1 of 75,300million USD.

Mahindra Group
The Mahindra Group is an Indian multinational conglomerate
headquartered at Mahindra Towers in Mumbai, India, with
operations in over 100 countries around the globe. The group
has a presence in aerospace, agribusiness, aftermarket,
automotive, components, construction equipment, defence,
energy, farm equipment, finance and insurance, industrial
equipment, information technology, leisure and hospitality,
logistics, real estate, retail, and two wheelers. It is considered
to be one of the most reputable Indian industrial houseswith
market leadership in utility vehicles as well as tractors in India

Mahindra & Mahindra was incorporated in 1945 by the brothers

J.C. Mahindra and K.C. Mahindra and Malik Ghulam Muhammad
in Ludhiana, Punjab by the name Mahindra & Muhammad to
trade steel. Following the Partition of India in 1947, Malik
Ghulam Muhammad left the company and immigrated to
Pakistan. In 1948, K.C. Mahindra changed the company's name
to Mahindra & Mahindra. Building on their expertise in the steel
industry, the Mahindra brothers began trading steel with UK
suppliers. They also won a contract to manufacture Willys Jeeps
in India and began producing them in 1947. By 1956, the
company was listed on the Bombay Stock Exchange, and by
1969 the company had entered the world market as an
exporter of utility vehicles and spare parts. [5] Like many Indian
companies, Mahindra responded to the restrictions of the
Licence Raj by expanding into other industries. Mahindra &
Mahindra created a tractor division in 1982 and a tech division
(now Tech Mahindra) in 1986. It has continued to diversify its
operations ever since through both joint ventures and
Greenfield investments
By 1994, the Group had become so diverse that it undertook a
fundamental reorganization, dividing into six Strategic Business
Units: Automotive; Farm Equipment; Infrastructure; Trade and
Financial Services; Information Technology; and Automotive
Components (known internally as Systech). [7] The new
Managing
Director,
Anand
Mahindra,
followed
this
reorganization with a new logo in 2000 and the successful
launch of the Mahindra Scorpio (a wholly indigenously designed
vehicle) in 2002. Together with an overhaul in production and
manufacturing methods, these changes helped make the
company more competitive, and since then the Group's
reputation and revenues have risen noticeably. Currently,
Mahindra & Mahindra is one of the 20 largest companies in
India In2009; Forbes ranked Mahindra among the top 200 most
reputable companies in the world.
In January 2011, the Mahindra Group launched a new corporate
brand, Mahindra Rise, to unify Mahindra's image across

industries and geographies. The brand positions Mahindra

products and services as aspiration, supporting customers'
ambitions to 'Rise.'
In April 2012, the Mahindra Group showed interest in
purchasing the bankrupt automobile company Saab, and
actually placed several bids for Saab, though was outbid by
Saab's new owner National Electric Vehicle Sweden.

Major business ventures

Aerospace
Mahindra Aerospace
GippsAero
Aero staff Australia

Aftermarket
Mahindra First Choice
Agribusiness
Mahindra Shubhlabh
Automotive
Mahindra & Mahindra (Automobile Manufacturer)
Mahindra Truck & Bus
Mahindra Reva
SsangYong Motors
Mahindra Two Wheelers

Components
Engines Engineering
Mahindra Castings
Mahindra Composites
Mahindra Engineering
Mahindra Gears and Transmissions
Mahindra Forgings
Mahindra Hinoday Ltd
Mahindra Intertrade
Mahindra Sona Ltd.
Mahindra Steel Service Centre
Mahindra Systech
Mahindra Ugine Steel
Metalcastello S.p.A
Consulting
Mahindra Consulting Engineers
Mahindra Logisoft
Mahindra Special Services Group
Defence
Mahindra & Mahindra - Military Defence Division
Defence Land Systems
Education

 Mahindra United World College of India

Mahindra cole Central
Energy
Mahindra & Mahindra - Energy Division
Mahindra Solar One
Mahindra EPC Services Pvt. Ltd.
Hospitality
Club Mahindra
Mahindra Holidays and Resorts
Industrial Equipment
Mahindra Conveyor Systems
Information Technology
Tech Mahindra
Mahindra Satyam
Mahindra Comviva
Bristlecone
CanvasM
Farm Equipment
Mahindra & Mahindra - Farm Equipment Division
Mahindra (China) Tractor Co
Mahindra USA Inc
Mahindra Yueda (Yancheng) Tractor Co

 Mahindra Tractors
Mahindra Gujarat
Jiangling Tractors
Financial Services
Mahindra & Mahindra Financial Services Limited
Mahindra Insurance Brokers
Mahindra Rural Housing Finance
Logistics
Mahindra Logistics
Luxury Boats
Mahindra Ocean Blue
Real Estate
Mahindra Life spaces
Mahindra World City
Retail
Mahindra Retail
Sports
Mahindra Racing
Mahindra-NBA Partnership
Mahindra-Celtic Football Club Partnership
Defunct
Mahindra Renault

Mahindra and Mahindra Limited

(M&M)
From humble beginnings to a global presence, M&M journey has been more than
65
years
in
the
making.

Mahindra and Mahindra Limited (M&M)what began in 1945

as a Willys Overland Jeep assembling setup has now grown to
become one of the top 10 industrial houses and most
trusted names in India. Mahindra and Mahindrais an Indian
multinational
automobile
manufacturing
corporation
headquartered in Mumbai, Maharashtra, India. It is one of the
largest vehicle manufacturers by production in India and the
largest manufacturer of tractors across the world. It is a part of
Mahindra Group, an Indian conglomerate.
It was ranked as the 10th most trusted brand in India, by The
Brand Trust Report, India Study 2014. It was ranked 21st in the
list of top companies of India in Fortune India 500 in 2011.
Its major competitors in the Indian market include Maruti
Suzuki, Tata Motors, Ashok Leyland, Toyota, Hyundai, MercedesBenz (Merc) and others.
Mahindra & Mahindra was set up as a steel trading company in
1945 in Ludhiana as Mahindra & Mohammed by brothers K.C.
Mahindra and J.C. Mahindra and Malik Ghulam Mohammed.
After India gained independence and Pakistan was formed,
Mohammed immigrated to Pakistan. The company changed its
name to Mahindra & Mahindra in 1948.It eventually saw
business opportunity in expanding into manufacturing and
selling larger MUVs, starting with assembly under licence of the
Willys Jeep in India. Soon established as the Jeep manufacturers
of India, the company later commenced manufacturing light
commercial vehicles (LCVs) and agricultural tractors. Today,
Mahindra & Mahindra is a key player in the utility vehicle
manufacturing and branding sectors in the Indian automobile
industry with its flagship Mahindra XUV500 and uses India's
growing global market presence in both the automotive and
farming industries to push its products in other countries.
Over the past few years, the company has taken interest in new
industries and in foreign markets. They entered the twowheeler industry by taking over Kinetic Motors in India

Mahindra & Mahindra, branded on its products usually as

'Mahindra', produces SUVs, saloon cars, pickups, commercial
vehicles, and two wheeled motorcycles and tractors. It owns
assembly plants in India, Mainland China (PRC), the United
Kingdom, and has three assembly plants in the United States.
Mahindra maintains business relations with foreign companies
like Renault SA, France.
M&M has a global presence [and its products are exported to
several countries. Its global subsidiaries include Mahindra
Europe. based in Italy, Mahindra USA Inc., Mahindra South
Africaand Mahindra (China) Tractor Co. Ltd.
Mahindra started making passenger vehicles firstly with the
Logan in April 2007 under the Mahindra Renault joint venture.
M&M will make its maiden entry into the heavy trucks segment
with the Mahindra Truck and Bus Division, the joint venture with
International Truck, USA.
Mahindra produces a wide range of vehicles including MUVs,
LCVs and three wheelers. It manufactures over 20 models of
cars including larger, multi-utility vehicles like the Scorpio and
the Bolero. It formerly had a joint venture with Ford called Ford
India Private Limited to build passenger cars.

Automobile Assembly Plants

Bangalore, Karnataka, India
o Mahindra e2o
Chakan, Maharashtra, India
o Mahindra Maxximo

o Mahindra XUV500
o Mahindra Pik-Up
o SsangYong Rexton
Haridwar, Uttarakhand, India
o Mahindra Bolero
Nasik, Maharashtra, India
o Mahindra Thar
o Mahindra Xylo
o Mahindra Quanto
o Mahindra Bolero
o Mahindra Scorpio
o Mahindra Pik-Up
o Mahindra Verito
o Mahindra XUV500

Mahindra Truck and Bus Division

Mahindra Truck and Bus Division, formerly called Mahindra
Navistar Mahindra International, is an Indian commercial
vehicle manufacturer formed in 2005 from a joint-venture
between Navistar International (49%) of the United States and
Indian automobile maker Mahindra & Mahindra (51%).It has
been demerged into Mahindra & Mahindra ltd and became a
separate division.
The 1960s was a time when India was importing vehicles and
technology to meet its transport and delivery needs. Clearly,
the need of the hour was a range of indigenously developed
vehicles that were designed for the rugged and unpredictable
Indian terrain. Thats when Mahindra & Mahindra Ltd. decided
to use its manufacturing experience and knowledge of Indian
roads and combine it with expertise from all over the world to
manufacture Light Commercial Vehicles (LCVs)
Mahindra Truck and Bus has rolled out the entire spectrum
of commercial vehicles in India. Ranging from 3500 kgs to
49000 kgs GVW/GCW, these vehicles aim at establishing new
standards of reliability, efficiency and customer

centrism that are previously unheard of in the commercial

vehicle industry
Mahindras LCV range, currently consisting of the CRX trucks
and Touristeribuses, has a presence across India. These
vehicles have diverse applications. The CRX range is used for
moving industrial and household goods, used in infrastructure
development, etc. The Touristeri series is being used by
governments and in the IT, education and transport sectors
Addressing the varied needs of people, Mahindra has been
creating a strong customer centric brand in the LCV segment.
Mahindra occupy the premier position in the school bus
segment and the company has been ranked second in
customer satisfaction (by TNS Truck Track). While working
towards this, Mahindra has become a leader in every category
in which they offer products in

Truly, through the length and breadth of India, goods,

people, and their needs and dreams, all move with Mahindra

Mahindra Truck and Bus aims to be a change agent by

encouraging youth to join the transport industry and thereafter,
by empowering them. We intend to equip the new generation of
the transport industry with new techniques to take their family
business to newer heights. The idea is to EMPOWER them with
skills to improve current operations as well as to deliver the
knowledge for transforming the industry in the long term. To
meet these objectives, we have designed and pioneered a
program called MPOWER, a management development
program for Youth Transport Entrepreneurs. To make sure that
they are well prepared for the competitive industry and deliver
excellence at the same time, we have formed a partnership

with Knowledge Partners who have the reputation of being the

very best in their respective areas - Indian Institute of
Management, Ahmedabad (IIM-A), Indian Maritime University
(IMU) and Anantara Solutions Pvt. Ltd
Mahindra Truck and Bus Division offer three category of product
range tourister buses, truck and special vehicles
Tourister Buses: Mahindra offer three range of buses which
are
Tourister Cosmo:
Performance
The Tourister Cosmo is powered by the superior CRDe
engine that comes with a proven efficiency. This powerful
engine offers great acceleration and tremendous pulling
power for faster and more frequent trips. Moreover, the
Cosmo will be able to scale up even the steepest of
slopes with absolute ease.
When it comes to maintenance, the Tourister Cosmo is
like your ideal business partner - saving you time and
money. It is low on maintenance and its spare parts are
easily available.

Reliability
Tourister Cosmo is constructed using strong tubular body
structure and a 20%
thicker chassis. The build quality
is excellent owing to the sturdy aggregates and high
strength steel that is used for the construction. The
superior axle material ensures great durability and load
carrying capacity. So when you invest in a Tourister

Cosmo, you can rest assured that you will get outstanding
performance for years to come
Comfort
Cosmos spacious compartments, large windows and
ergonomically designed seats ensure maximum comfort
for the passengers
Safety
The Tourister Cosmo is constructed using a strong
tubular structure that makes it a really tough vehicle.
Also the front and rear fascia are metallic, adding to
the strength of the Cosmo. These features itself
makes the Cosmo safe. However, to ensure the
passengers feel absolutely secure it is also packed
with various safety features like full length foot step,
anti-skid vinyl flooring, padded hat rack, bigger
windshield and two emergency exits. The 32 and 40
seater Cosmo buses are also equipped with air
brakes.
Style
Tourister Cosmo is designed to reflect the modern
times. The Cosmos exterior creates a great
impression with its curved line design and attractive
front and rear fascia. While the bright and strikingly
attractive interiors make every journey a pleasant
experience
Tourister Cosmo School Bus: Mahindra Cosmo school bus
has the same CRD engine which the regular Cosmo Bus
has and all the specifications of the bus are same except
the 23 RTO norms which a school bus must have,
Mahindra Cosmo is the only bus which comes installed

with all the RTO norms for the school bus from the
manufacturing plant itself
TouristerExcelo

Theoretical
topic:

background

of

the

Effective sales promotion: Sales promotion is a part of

marketing mix after deciding price and packaging of the
product falls the need for promoting the product in the market,
for a product it is very important to be known in the market so
that when a customer thinks of buying the product of same
category s/he must think about the product of a particular
brand for which different types of promotional activities are
used

Brand awareness: it

is the extent to which a brand is

recognized by potential customers, and is correctly associated
with a particular product. Expressed usually as a percentage of
the target market, brand awareness is the primary goal of
advertising in the early months or years of a product's
introduction. Brand awareness is related to the functions of
brand identities in consumers memory and can be reflected by

how well the consumers can identify the brand under various
conditions.[2] Brand awareness includes brand recognition and
brand recall performance. Brand recognition refers to the ability
of the consumers to correctly differentiate the brand they
previously have been exposed to. This does not necessarily
require that the consumers identify the brand name. Instead, it
often means that consumers can respond to a certain brand
after viewing its visual packaging images.[3] Brand recall refers
to the ability of the consumers to correctly generate and
retrieve the brand in their memory.

Promotion mix:

The promotional mix is the coordination

of marketing activities which includes publicity, sales
promotion, advertising, direct marketing and personal
selling.

Objective of the study:

As part of the
marketing mix, promotion includes all activities that involve
communicating with the customer about the product and its
benefits and features. Once a company has worked on the
product and price elements, it is time to start a conversation
with the consumer about the product. This includes raising
awareness through different mediums to increase sales, as well
as to create and foster brand loyalty.
Enhancing Awareness
The primary objective was to create more awareness of various
products of Mahindra in the Bus segment and also to tell them
about our cutting edge innovation in Engine through CRD
engine that has direct and measurable impact on mileage and
performance of the vehicle.
Creating Interest
The aim here is to identify a need that the product fulfils and
make sure that the customer recognizes this need as
something that is unfulfilled for them.

Providing Information
Here the aim is to give necessary information regarding the
product, its benefits, features and usage to the consumer.
Unique features and benefits have to be explained. The new
feature on the existing product has been highlighted
Stimulate Demand
The company seeks to enhance its sales through promotion.
Because of the fall in the salesthan usual, the aim here is to get
them back up to target level by re-engaging old customers and
encouraging new ones to try a product out. In other instances,
the aim may be to increase sales further at certain times of the
year such as near a major holiday. Free demonstrations or
special deals may be used to reach these ends.
Differentiate product
As the company has many competitor in the market the unique
features which Mahindra buses offer has to be explained so that
the product can be differentiated with the other brands product.
The focus here remains on those features, functionalities or
benefits that may not be offered by a competitor or may not be
offered so well.
Reinforce the Brand
One basic aim of a promotional activity is to further strengthen
the brand and its place in the market. This helps turn a first
time purchases into a life time purchaser. This can also help
create advocates for the product from within the customer base

Scope of the Study

The scope of the study encompassed reaching out to existing
customers and to exploit potential markets and penetrate into
untapped areas. It also involved Market Segmentation and
anticipating and creating a demand across the below
categories:
Corporate Houses/Companies
Individual fleet owners
Schools and Colleges

This involved giving LIVE demos of the various products and

offerings of Mahindra Buses, Competitor comparison,
Roadshows and collaboration with various events for display of
Mahindra products.

Limitations
1) Limited data:This project has been completed with challenges due to nonaccess to requisite data; it just constitutes one part of data
collection i.e. secondary. There were limitations for primary
data collection because of confidentiality.
2) Limited period: - In order to corroborate the impact of any
promotional activity, the tenure has to be substantially large.
Since the internship lasted for only two months, I could only

partner in the execution stage and the impact in the long run
has not been assessed yet.
3) Limited area:This project was confined to only reaching out to Corporates
and schools within Pune with no leads while there could be
scattered customer base in the periphery of Pune city, we could
not penetrate through all markets.
The study was conducted in Pune regions only, so the limited
area of the study mayaffect the conclusions
2. Some of the respondents could not give their proper
response due to lack of time. They at times tend to get biased
and project a rosy picture which may affect the reliability and
relevanceof the study.
3. It might also be so that some respondents were not
motivated enough to respond properlyalthough full attempt
was made to keep it as unbiased as possible.
4. There was no provision of visiting cards for the summer
trainees which hinder communication at times
5. The duration of the project was short, so the scope of more
in-depth evaluation was not possible
6. Some of the respondents didnt give exact answers related to
some questions because they didnt want to reveal thinks to a
stranger. Especially this happened when they were asked about
the number of buses they owned.

Research Methodology:
PurposeThe basic purpose of this research is to find out the factors
affecting the decision of the consumer to purchase buses.

ProblemTo find out problem is the first stage of the research process. It
represents translating the management problem into research
problem.Consumers have faith in the brand Mahindra &
Mahindra; still its market share is veryless as compared to Tata
motors,Eicher.
Research Methodology
A research process consists of stages or steps that guide the
project

from

its

conception

through

the

final

analysis,

recommendations and ultimate actions. The research process

provides a systematic, planned approach to the research
project and ensures that all aspects of the research project are
consistent with each other.
Research studies evolve through a series of steps, each
representing the answer to a key question.
INTRODUCTION
This chapter aims to understand the research methodology
establishing a framework of evaluation and revaluation of
primary and secondary research. The techniques and concepts
used during primary research in order to arrive at findings;
which are also dealt with and lead to a logical deduction
towards the analysis and results.
RESEARCH DESIGN
I propose to first conduct a intensive secondary research to
understand the full impact and implication of the industry, to

review and critique the industry norms and reports, on which

certain

issues

shall

be

selected,

which

feel

remain

unanswered or liable to change, this shall be further taken up in

the next stage of exploratory research. This stage shall help me
to restrict and select only the important question and issue,
which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research

design process are :
1* Defining the information need
2* Design the exploratory, descriptive and causal research.

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for
research analysis
It has a logical and hierarchical ordering:
3* Determination of information research problem.
4* Development of appropriate research design.
5* Execution of research design.
6* Communication of results.
Each step is viewed as a separate process that includes a
combination of task , step and specific procedure. The steps
undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.
EXPLORATORY RESEARCH

The method I used for exploratory research was

7* Primary Data
8* Secondary data

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

gathered

by

someone

other

than

the

researcher

information that is obtained directly from first-hand sources by

means of surveys, observation or experimentation.
SECONDARY DATA
Information that already exists somewhere, having been
collected for another purpose. Sources include census reports,
trade publications, and subscription services. There are two
types of secondary data: internal and external secondary data.
Information compiled inside or outside the organization for
some purpose other than the current investigation Researching
information, which has already been published? Market

information compiled for purposes other than the

current research effort; it can be internal data, such as

existing

sales-tracking

information,

or

it

can

be

research conducted by someone else, such as a market

research company or the U.S. government.
Secondary source of data used consists of books and
websites
My proposal is to first conduct a intensive secondary research
to understand the full impact and implication of the industry, to
review and critique the industry norms and reports, on which
certain

issues

shall

be

selected,

which

feel

remain

unanswered or liable to change, this shall be further taken up in

the next stage of exploratory research.
DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
Statement of the problem
9* Identification of information needed to solve the problem
10*

Selection

or

development

of

instruments

for

gathering the information

11*

Identification of target population and determination

of sampling Plan.
12*

Design of procedure for information collection

13*

Collection of information

14*

Analysis of information

DATA
DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE
TARGET POPULATION
It is a description of the characteristics of that group of people
from whom a course is intended. It attempts to describe them
as they are rather than as the describer would like them to be.
Also called the audience the audience to be served by our
project includes key demographic information (i.e.; age, sex
etc.).The specific population intended as beneficiaries of a
program. This will be either all or a subset of potential users,
such as adolescents, women, rural residents, or the residents of
a

particular

geographic

area.

Topic

areas:

Governance,

Accountability and Evaluation, Operations Management and

Leadership. A population to be reached through some action or
intervention; may refer to groups with specific demographic or
geographic characteristics. The group of people you are trying
to reach with a particular strategy or activity. The target
population is the population I want to make conclude an ideal
situation;

the

sampling

frames

to

matches

the

target

population. A specific resource set that is the object or target of

investigation. The audience defined in age, background, ability,
and preferences, among other things, for which a given course
of instruction is intended.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE:
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the following
factors:
15*

Project goals

16*

How you plan to analyze your data

17*

How variable your data are or are likely to be

18*

How precisely you want to measure change or trend

19*

The number of years over which you want to detect a

trend
20*

How many times a year you will sample each point

ERRORS IN THE STUDY

Interviewer error
There is interviewer bias in the questionnaire method. Openended questions can be biased by the interviewers views or
probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer
revels to the respondent during the interview can greatly affect
their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent
understanding and yield complete answers, these advantages

are

offset

by

the

problems

of

prestige

seeking,

social

desirability and courtesy biases.

Respondent error
The respondents selected to be interviewed were not always
available and willing to co operate also in most

cases the

respondents were found to not have the knowledge, opinion,

attitudes or facts required additionally

Data Analysis:

Sales Promotional at different levels

1. Sales promotion at Dealers Level:It may include various schemes some of which are discussed
here.
(i) Advertising Materials:The advertising material prepared by the company such as
store signs, banners, shelf signs, board etc. are distributed to

sub dealer for display purposes this is in fact a method of

advertising.
(ii) Store Demonstration:In the promises of the whole seller or the retailer the products
sales personnel will conduct special demonstration for the
companys product. A personal demonstration is good to
introduce a new product at its peculiar advantage can be high
lightened and the consumers doubt clear. It can be used to
restimulate an old product. A good demonstration with a great
dealer of action will draw heavy crowds in to the store and will
attract attention to the product.
(iii) Special Display and Shows:These are in seasonal in character but could be arranged in an
elaborate manner and for all the products of an company.
Usually these are arranged along with trade fair and exhibition.
Besides effecting sales these shows impress the companys
name generally on the public.
Sales promotion at consumers level
The various schemes of sale promotion at Consumers Level
may include.
1. Coupons (A Chit of Stated Value) :These are given directly to the consumer these coupons are in
most cases kept inside the package. The consumers many
receive a price reduction of the stated values of the coupon at
the time of purchase. The retailer receives reimbursement for
the value of the coupon form the manufacturer. Coupons act as
a short run stimulus to the sale of the product, since they are
directly tied with the purchase of the item. They encourage the
retailer to stock the product.
What is important is that a coupon offer does not spoil the
named price of the brand nor does it un pair the margin of the
dealers. But it is not easy to measure the effectiveness of a
coupon offer. One over knows how many customer would have

bought the product without the incentive. It is also difficult to

find out how many customers were held after the coupon offer
expired.
2. Price-off-offer (Also known as bargain offer price packs) :This offer is intended to stimulate the sales during a slump
season. In this method the customer is offered a reduction from
the printed price list. It is also used when a substitute for
competing product enters the market.
Many experts on sales promotion fed that Off Schemes are
among the weaker and less desirable methods of promotion.
These can be trade resentment particularly when the retailer
raises the price to retain his margin. Secondly that is not
conductive to building up brand loyalty. Consumers may simply
shift to the products that offer this scheme.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways:-

1. Communicating Market News:Often this service is reciprocal the manufacturer may acquaint
his dealer with the fact relating to his production and prices
while the dealer may familiarize him in return with the
information bearing on charges in the consumer's demand,
their like and dislike complaints and criticism, substitutes etc.
2. Inviting to Sales Conference and Convention:The gestures of regard and respect pave the way for better
relation and co-operation.
3. Offering Reasonable Terms of Sale:-

Of all the forms of encouragement, the monetary incentive

evokes immediate response. Hence every producer must offer
the most responsible terms of sale such as longer periods of
credit and higher rates of descants.
4. Supplying suitable packages and useful things.
5. By taking the return back.
6. By furnishing them with sales literature and display
materials.

Observation & Conclusion:

The attempt at changing mind-sets was divided up into two
challenges. The first to move negative perceptions to neutral
and the second to move neutral perceptions to positive. An
integrated press and public relations plan was devised and
rolled out to address the first challenge and communicate the
changed company and product to the audience. Factory visits,
meetings and interviews with designers and engineers, motor

shows, sponsorships, displays at public arenas and well planned

advertisement campaigns were part of this strategy. These
efforts helped reduce the strong negative image and create the
basis for further shift towards a positive image.
In attempting to address the second challenge, the company
needed to encourage consumers to think about buying the
product. This is not possible only through advertising for
example, but needs a focus on building up the brand and what
it stands for. This was done by emphasizing Mahindras brand
values through cars that were practical, reliable, functional and
robust. This was also reiterated through a focus on quality and
value for money for the customer among other things.

SWOT ANALYSIS

Strength:

(a) Trust people are having in the brand name Mahindra

motors.

(b)

Strong relationship with dealers

(c) Number of authorize service station is in good number

than that of competitors

(d) Product is based on M-HAEK and CRD engine which are

successfully running on roads.

(e) Most of the market is credit driven so easy finance

provided by Mahindra motors (Mahindra finance) itself and
others is an edge over competitors.

(f)

Stylish when compared to Tata product.

(g)

More spacious than Tata product.

(h)

Safer than Tata product.

(i)
The size of fuel cylinder is large. Therefore to go number
of times to a petrol pump for filing.

Weaknesses:

(a) Dealers are selling vehicles at different prices in a single

city.

(b)

Changing of original parts by a dealer.

(c) Type of MRF is not having a very good claim processing

system. Claim processing is carried out only twice a week.

(d)

Average is less than that of Tata product.

(e)

Maintenance cost is high.

Opportunities:

(a)

Improving road infrastructure.

(b) Standard of living of country people are improving day by

day because of increasing per capita income so there is a
chance of spreading the business in every nook corner of the
city.

(c)

Lenient norms for generation of permits.

Threats:

(a)

Demand contraction due to marketupheaval.

(b)

Strong presence of Tata product and Eicher product

Recommendations:
FINDINGS

Based on the data gathered by administrating schedules to

customers the following observations are made.

1 Mahindra

Cosmo

has

excellent

percentage

of

customer satisfaction according to the data shown in

table 1 of the data analysis and Interpretation topic.

2 Based on the fuel consumption, most of the people

are satisfied with it.
3 Based on Safety and Comfort, Design, Space,
Maintenance most of the people are satisfied with it.
4 Large numbers of Cosmo user are aware of its power
steering and Air Brake.
5 If we took the satisfaction level of people toward
cosmo, it becomes good.
6 Its features and style satisfy most of the people.

DATA ANALYSIS & INTERPRETATION

Table No.(1) Do you own a stylish bus?
Yes

No

78%

22%

Source: Questionnaire
Figure:1

Satisfied

Dissatisfied

Interpretation 1:
The sample drawn on probability basis shows that 78% of the
customers were satisfied with Bolero variant and only 22%
were not satisfied with Bolero variant.

Table No: 2 Factors affecting customer satisfaction

towards Mahindra Cosmo
Factor

No. of Respondent

Percentage

Features

18

12%

Low Maintenance

51

34%

Comfort

27

18%

Style

24

16%

30

20%

After Sales Service

Source: Questionnaire
Figure:2

No. of Respondent
Features
Low
Maintenance
Comfort
Style
After Sales
Service

Interpretation 2:

The sample drawn on the probability basis

clearly shows that 34% (51respondents) are the opinion that

low maintenance is the satisfaction factor Bolero and 20 %( 30
respondents) of them who view After Sales Service as a vital
factor for customer satisfaction. Followed by Comfort which
corresponds to 18 %( 27 respondents), Style with 16%
(respondents) and only 12%(18 respondents) of them view that
feature of Cosmo as satisfaction factor.

Observation:

Majority of the respondent are of the idea that

low maintenance of the top most feature contributing to

customer satisfaction followed by after sales services comfort
style and features
As such, Mahindra should focus on the aspects, which will
enhance the customer satisfaction and thus the market share

Table No: 3 Customer opinions towards fuel

consumption.
Factor
Percentage
Extremely

27%

Satisfied
Satisfied
Neutral
Dissatisfied
Total

Source: Questionnaire
Figure: 3

49%
17%
7%
100%

Percentage
Extremely
Satisfied
Neutral

Satisfied
Dissatisfied

Total

Interpretation 3:
respondents

100% of the respondents 49% of the

approached

were

satisfied

with

the

fuel

consumption of the Bolero. Followed by 27% was extremely

satisfied, 17% are neutral and rest of the 7% is more
dissatisfied with fuel consumption of Cosmo.
Observation:

As majority of the respondents are satisfied with

the fuel consumption of Mahindra Cosmo, the company should

maintain the same standard and it is suggested to come up
with suitable measure to reduce the negative opinion among
the consumer who are of the opinion that the fuel consumption
is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort.

Factor

Percentage

Extremely Satisfied

23%

Satisfied

47%

Neither Satisfied &

20%

Dissatisfied
Dissatisfied
Total

10%
100%

Source: Questionnaire
Figure: 4

Percentage
Extremely

Satisfied

Satisfied
Neither
Satisfied &
Dissatisfied

Dissatisfied

Total

Interpretation

4:

100% of the respondents 47% of the

respondents approached were satisfied with the safety and

comfort feature of the Bolero. Followed by 27% was extremely
satisfied, 17% are neutral and rest of the 7% was dissatisfied
with safety and comfort feature of Cosmo.
Observation: As majority of the respondents are satisfied with
the safety and comfort feature of Mahindra Cosmo, the
company should maintain the same standard and it is
suggested to come up with suitable measure to reduce the
negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.
Table No: 5 Customer opinions toward Design.
Factor
Extremely Satisfied

Percentage
20%

Satisfied

40%

Neutral

27%

Dissatisfied

13%

Total

100%

Source: Questionnaire
Figure: 5

Percentage
Extremely
Satisfied
Satisfied
Neutral
Dissatisfied
Total

Interpretation

5:

100%

of

respondents

40%

of

the

respondents approached were satisfied with the Design of the

Bolero. 20% were more satisfied, 27% of them neutral and 13%
are dissatisfied with the design of the Cosmo.
Observation: As majority of the respondents are satisfied with
the design of Mahindra Cosmo, the company should maintain
the same standard and it is suggested to come up with suitable
measure to reduce the negative opinion among the consumer
who are of the opinion that the fuel consumption is a
dissatisfying factor.

Table No: 6 .
Factor

Percentage

More Satisfied

27%

Satisfied

53%

Neither Satisfied &

17%

Dissatisfied
Dissatisfied

3%

Total

100%

Source: Questionnaire
Figure: 6

Percentage
More

Satisfied

Satisfied
Neither
Satisfied &
Dissatisfied

Dissatisfied

Total

Interpretation 6: The sample drawn on the probability basis

shows that out of 100% of respondents 53% of the respondents
approached were satisfied with the space availability of the
Cosmo. 27% were more satisfied, 17% of neither satisfied and
dissatisfied and 3% are dissatisfied with the space availability
of the Cosmo.
Observation: As 80% of the respondents are happy with the
space availability of the Mahindra Bolero vehicle, it can be

conducted that the company has undertaken proper R&D in this

aspect.

RECOMMENDATION
Mahindra

Company

has

to

implement

good

customer

relationship management strategy that enhances customer

satisfaction level.
The company can for the undertake R&D to improve the
existing

feature which field help increase in the customer

satisfaction.
The company should promote about the entire feature offered
by it.
As majority of the customer give opinion that they are satisfied
is the

factor, services and design of the

product of the company should taken not only maintain the

existing standard but also enhance them.
As majority of the respondents are satisfied with the safety and
comfort feature of Mahindra Cosmo, the company should
maintain the same standard and it is suggested to come up
with suitable measure to reduce the negative opinion among
the consumer who are of the opinion that the fuel consumption
is a dissatisfying factor.
Majority of the respondents are satisfied with the safety and
comfort feature of Mahindra Cosmo, the company should
maintain the same standard and it is suggested to come up

with suitable measure to reduce the negative opinion among

the consumer who are of the opinion that the fuel consumption
is a dissatisfying factor.
As such, Mahindra should focus on the aspects, which will
enhance the customer satisfaction and thus the market share.

Bibliography and References:

Companys Manual
R.M.Lala, The Romance of ,
John Bramham, Manpower Planning,
Bernard Ungerson, Recruiting & Selecting Personnel,
M Pearn& R Kandola, Job Analysis,
www.Mahindra Truck And Bus Division.com
business.outlookindia.com
Marketing Management by Philip Kotler

Annexure:
Customer related database is maintained in an excel sheet
and can be furnished on request.